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You Don’t Need Everyone

filed in Brand Story, Marketing

Keeping a customer is more valuable to your business than courting one. Fred Reichheld, from Bain and Co, points out that return customers buy more products and refer more friends. Yet the majority of our marketing is devoted attracting more customers.

When startup Dollar Shave Club launched in 2011, the brand had some stiff competition in Gillette—the brand that had dominated the razor blade market for more than a century. The startup founders knew they’d never beat Gillette at the consumer awareness game, but they could shoot for customer affinity. That’s what they did by launching a subscription razor blade service at a competitive price.

Mass awareness isn’t working so well any more. Thankfully, we’re moving beyond thinking about how we can win the battle for every customer’s mind and recognising that the future of business is about understanding how to get closer to a particular customer’s heart.

You don’t need everyone to succeed. You need to matter to someone.

Image by Roberto Trombetta

Easy Isn’t Always Best In The Long Run

filed in Brand Story, Marketing

The billboard outside the old cemetery read like a real estate advertisement.

‘Last remaining graves for sale.’ It seemed to scream inappropriately at the traffic roaring past.

In the past, these local burial plots would have been acquired by neighbouring families who were getting their affairs in order. Now even essential products and services have competition.

There’s no doubt that a billboard is a great way to capture everyone’s attention. But it may not be the best way to engage with the people you want to matter to.

It’s important to prioritise best above easy whatever you’re selling—especially if your customers will be around to do business with you again tomorrow.

Image by Natash Ramasamay

More What?

filed in Brand Story, Marketing

All marketing is an attempt to amplify.

The story we tell and the marketing we do depends on our priorities. Do you want to be more visible, more trusted, more respected, more desirable, more loved or something else?

Begin with that end in mind and craft your message accordingly.

Image by Jason Ogden

Done Right Is Better Than Perfect

filed in Brand Story, Brand Strategy, Marketing

Last week, someone—a person with a business, a living to make and maybe mouths to feed, took time to find the contact form on my website to send me this message.

Hello
Are you an online marketer, do you own a business or businesses?

I was just looking at your website.
Do you want real visitors to your website or SEO for social marketing?

-Visitors Come From Facebook
-Real Traffic Will Come From the USA and Europe 24/7
-This Is Lifetime Traffic

==Just for reference, you can see our work here== [hyperlink removed]

Behind this message are business goals, hopes and dreams that have little chance of being realised because the sender opted to take a shortcut.

You’ve probably heard Sheryl Sandberg’s sage advice to entrepreneurs; ‘Done is better than perfect’. I think we need to qualify those words. Done right is better than perfect. If you haven’t got time to do the groundwork to tell the right story to the right person, then that’s a wasted opportunity. Your work is worthy of the effort it takes to go the long way around.

Image by US Embassy

Attention Is A Byproduct Of Affinity.

filed in Brand Story, Marketing

The truest words ever spoken about storytelling were those of one of the greatest storytellers of our generation. J.K. Rowling once said—’No story lives unless someone wants to listen.’

As people who are anxious to change the world, what we try to do is make people listen. But there’s another equally important truth about storytelling that’s often overlooked. No person listens unless they care about what’s being said. Our job then is to tell stories that help people to care first so that they might listen later.

We can’t tell stories that resonate unless we understand the worldview of the people we’re hoping to help or change. We do better when we remember that attention is a byproduct of affinity.

Image by Dima Barsky

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