Posts Tagged ‘advertising’
The Simple (Not Easy) Strategy For Business Growth
When we think about business development opportunities, we mostly begin by knowing exactly where we are today and what goals we want to reach next. From there we set out to widen our net and acquire more customers or users for our existing products and services. Our growth strategy starts with the need to expand…
Read MoreWhy You Need An If-Then Storytelling Strategy
It was a slow Thursday evening at the iconic sportswear store. There were more sales assistants than customers silently wandering through the displays across polished black tiles. Alan decided to approach a customer who had just picked up a premium shoe, turning it over to check out the price. ‘Can I help you?’ he said.…
Read MoreThe Right Words
When we have a message to communicate, we obsess over finding the right words. Which copy will convert better? How can we construct the perfect offer that draws people in? What we lose in our attempt to optimise the words is the ability to create a deeper more lasting connection with the reader, user or…
Read MoreThe Shortcut To The Sale
Yesterday I watched a woman squirm as she was being upsold two post-treatment skincare products priced at $300 by her beauty therapist. Think about the context here. She’d just spent an hour with the therapist, giving her permission to ask questions others can’t ask and allowing her to touch parts of her others never see.…
Read MoreThe Best Kind Of Self-Promotion
A new group fitness instructor arrives to teach a class at the gym. He’s an unknown quantity, but a few people give him a shot. Within a month his class is either packed or half-empty. The instructor who is struggling to get the numbers announces details of his upcoming classes at the end of each…
Read MoreThree Steps To Telling Better Product Stories
When it comes to marketing our products and services there are a couple of storylines we fall back on. We either invite prospective customers to look at our impressive features and benefits or urge them to notice how much better our product is than anything else that exists in the category. Those tactics may have…
Read More5 Ways To Be A More Resourceful Marketer
The problem with most marketing is that it not only feels inauthentic to the customer, it also relies on tired old tactics that do the opposite of what the marketer intended. It interrupts instead of inspiring, disconnects instead of delighting. We can do better. How To Be A More Resourceful Marketer 1. Pretend you have…
Read MoreWhen Does Your Marketing Start?
The conventional definition of marketing describes it as the activities we do to promote sales of products or services. If we accept this definition, then the bulk of our marketing is done once we’re ready to sell our product. Tactics like list building, data collection, content creation, social media outreach, networking events and leaflet drops…
Read MoreHow Are Your Customers Convinced?
Real estate agents get more new listings from the refferrals made by satisfied sellers, than they do from letterbox dropping flyers. Hotel rooms are increasingly booked on the strength of previous guest reviews on Trip Advisor, not because of the room sizes and facilities published on their website. New gym members are often persuaded to…
Read MoreWhy Do Your Customers Buy?
How thirsty is the college student who pays almost $5 for a Caramel Macchiato at Starbucks? Did the fitness instructor really need to upgrade his iPhone 6 to a 7? Can the mother who religiously gives her kids vitamins each morning prove that they work? When the CEO hires a contract lawyer is she paying…
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