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Skill Vs. Talent

filed in Brand Story, Brand Strategy

The dentist looks inside the patient’s mouth. She completes her examination, makes an assessment and proposes treatment. The proposed treatment considers only two things. What’s going on inside the patient’s mouth and his ability to pay.

The dentist knows she can fix the problem. She wants to do a good job. This is the work she’s trained for twenty years to do. But her training hasn’t equipped her to see that treatment isn’t only about executing flawless fillings. A good dentist assesses the mouth, then fills the tooth to relieve the pain. A great dentist looks the patient in the eye and understands why he’s worried about having a broken tooth before she thinks about drilling.

Proficiency and competence are a given. What patients, clients and customers want is someone who has the talent to see their problems in context. A professional who knows that they are more than the sum of their challenges and the contents of the wallets.

Image by My Future.

The Rise Of The Patient Marketer

filed in Brand Strategy, Marketing

The fact that we’re exposed to thousands of marketing messages every day is old news. Our lives are now designed to mitigate against being interrupted by things we don’t care about and never respond to. And yet, we often fail to acknowledge that the people we want to reach feel the same way. If we’re not in the market for having someone steal our limited time and attention, we can’t expect our prospective customers to be. They’re fast-forwarding, ad blocking, spam filtering, deleting and ignoring what’s irrelevant to them without giving it a second thought.

The good news is that the people who win in the attention deficit age are the patient marketers. The people who thoughtfully provide value. The companies that are deeply invested in creating lasting change and delivering as well as experiencing joy along the way. The marketers who are not interested in hustling their way to quick wins. The founders who are in business for the long haul.

You no longer have to worry about being the loudest, most visible, best-resourced business.
You’ve got time to take the long way round.

Image by David McAughtry

The First Marketing Myth

filed in Brand Strategy, Marketing

Logic tells us that just because someone is aware of a product or service doesn’t mean they will buy it. We know that people are not short of choices. And yet when it comes to marketing our products and services, we prioritise awareness all the time. Logic goes out the window. We fool ourselves into thinking that attention and awareness inevitably lead to action.

You can buy attention, but trust and belonging are not for sale.
If affinity is the goal. How will you prioritise that?

Image by USAG

Back To Basics Marketing

filed in Brand Strategy, Marketing

Our neighbours are having the outside of their house painted. It’s an old Victorian property, built in the 1800s with period features and delicate ironwork. I’ve watched the decorators come and go over the past couple of weeks. Seen them taking care to cover the original tiles on the porch, that could so easily be damaged. They’ve arrived on time and worked diligently. Several of the neighbours who’ve passed by have admired their work and asked for their business card.

I’m sure the decorators have a website, and I’m also pretty confident that they convert more enquires from the top of their ladders than they do from the contact form on their site. Sometimes the opportunity to tell the right story to the right people is hidden in plain sight.

Image by Peter Miller

The Tyranny Of Checking

filed in Brand Strategy, Success

There are jobs, and there is work that relies on the professionals checking. We want our surgeons, pilots and firefighters to check and double check. That isn’t the kind of checking most of us do now. It seems that we’ve unintentionally made a career out of checking. We spend many hours a day checking notifications, newsfeeds, incoming and emails, retweets, likes and comment threads.

What’s the point of all this checking? What are we looking for? What are we measuring? How is it helping us? How many times has checking uncovered a genuine emergency that needed an immediate response? We all know the answer.

While these micro-moments of distraction may seem inconsequential, we do pay the price for choosing to check. Our progress, contribution, and impact will always be measured by what we said and did, not by knowing exactly who said and did what. We differentiate ourselves by doing.

We didn’t get to where we are today by looking over our digital shoulder. We got here by paying attention to where we wanted to go.

Image byIvan Rigamonti

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