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The Visibility Paradox

filed in Marketing

A bullet point list of tactics to increase your visibility might include; perfecting your elevator pitch, networking, forming strategic partnerships or creating a compelling press release. You don’t need to look far to see that we’re expending a lot of time and resources metaphorically waving our arms in an attempt to be seen. The irony is the best way to be seen is to get better at seeing.

When we become more interested, empathetic and generous, we not only see the opportunities others miss, we also do our best work in the service of others. There will always be a place in the world for, as broadcaster Krista Tippett says, ‘voices not shouting to be heard’. We build businesses we’re proud of by ignoring the noise and getting in touch with our humanity.

Image by Dell Inc

Attention Deficit

filed in Brand Strategy, Marketing

Worldwide ad spending for 2017 is expected to reach $583.91 billion. That’s an increase of 7.3% on last year. We spend extraordinary sums of money and disproportionate amounts of time trying to get people to notice us—often without being specific about the end we have in mind.

No business ever died from a shortage of attention. Companies and ideas fail because of a lack of resonance with the people they seek to serve.

Questions for you

How much attention is enough to sustain your business?
Are the time and money you invest in creating brand awareness converting to results?
What resources are you devoting to creation and connection that will help you to resonate?

Image by txmx2

Three Ways To Sell

filed in Brand Strategy, Marketing

If you want to get more comfortable about selling, it’s helpful to consider which of these three sales techniques you use and to assess how they’re working for you.


This is the most common way to sell—one you’ve likely experienced or used. Describing the specifications, features and benefits of our products and services is usually our default sales technique. We tell people what they get, how it works, what it does and how much it will cost.


There’s no doubt that customer success stories are a powerful way to explain the benefits of our offerings. Before and after case studies and testimonials help people to imagine what their future might look like or who they might become in the presence of our product.


By far the most overlooked and underutilised sales technique is to listen before pitching. It’s far easier to make something people want than it is to make people want something. We can only do this by understanding the stories, frustrations, challenges and goals of our prospective customers.

Empathy is underrated.

Image by smr+lsh

The Art Of Customer Loyalty

filed in Brand Strategy, Marketing

How many store loyalty cards do you have in your wallet? How many more will you be offered this week? Do you still carry a wallet?

We’ve tried to turn customer loyalty into a data-driven science. A game of, if we do this, customers will do that. In our desire for something to measure, or a needle to move, we’ve lost sight of one crucial point. Our customers’ reactions and responses can’t always be conditioned in predictable ways. Loyalty is not transactional, it’s built on something we can’t measure—on how the customer feels.

Instead of creating our entire marketing strategy around what we want the customer to do, we could consider how we want the customer to feel. Science gives us data-driven loyalty programs and homogeneous points cards that people forget they signed up for. Art allows us to be remembered for our humanity and make meaning part of our marketing.

Image by Garry Knight

What Would The Enlightened Marketer Do?

filed in Brand Strategy, Marketing

When the email subject line contains the words ‘urgent alert’ there’s no doubt about the sender’s intention. His metric for success is the number of people who open the email today—the more the better.

Instead of baiting people with messages to make them act, the enlightened marketer thinks about how his words will make customers feel. He understands things like open rates that he can easily measure, only tell part of the story.

The enlightened marketer doesn’t jeopardise his long-term strategy for a quick near-term gain. He behaves like his objective is to get to do it all again tomorrow.

Is what you’re about to do today serving your goals for tomorrow?

Ivan Rigamonti

Unlock the magic in your story now.

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