Posts Tagged ‘advertising’
Why Getting More Hits To Your Website Is Overrated
Every day you delete messages received from faceless SEO companies who have “noticed you could have a lot more hits to your website”. We are often mistakenly led to believe that our biggest challenge is getting more people to pay attention to our products, services or work. Of course, we can game our way to…
Read More7 Steps To Becoming A More Strategic Marketer
As marketers we spend much of our time and energy on tactics. We agonise over the creation of lead magnets, spend countless hours honing sales pages and perfecting social media promotions. How To Become A More Strategic Marketer 1. Take a long-term view of your business, one that doesn’t require you to go for quick…
Read MoreThe Power Of Customer Context
There’s a tiny hole-in-the-wall florist in the heart of the city, close to big office buildings and the cafes where people meet for breakfast and lunch. If it were an ordinary florist it would be the kind of place people would walk past on their way to somewhere else. The neighbouring florist’s made-to-order, elaborate, cellophane-wrapped…
Read MoreHow To Build Brand Equity
The toilet paper manufacturer has seemingly found a new way to increase customer engagement and build brand equity. Instead of just embossing patters on the paper, the company has decided to emboss its logo on every sheet. Imagine the meetings, time, energy and a myriad of other resources (including retooling of machines) that went into…
Read MoreGood Marketing
As she’s scanning organic bananas or buckwheat kernels at the checkout the assistant at local health food store strikes up a conversation. She’s curious to know if the bananas are just for making smoothies and what the customer uses the buckwheat for. These seemingly insignificant interactions are hardly worth remembering and yet over time they…
Read MoreThe Customer Referral Source Changes The Story
Not all prospective customer enquiries are created equal. An enquiry via website contact form, made as a result of a Google search is very different from a direct referral from a friend. It’s also worth remembering that the customer’s story at the time she seeks you out changes the sales conversation. How and when a…
Read MoreThe Noisy Bell And Napkin Worthiness
John Lydgate was right, “you can’t please all of the people all of the time.” And yet a huge part of our job as business leaders, entrepreneurs and product creators is to meet a standard that pleases most of the people we serve, most of the time. Feedback—the information and reactions we receive about our…
Read MoreThe Three Marketing Superpowers—Judgement, Empathy And Timing
Just two days before Christmas while every other retailer was happily dealing with long lines, the outdoor clothing and travel equipment store was empty. Not a customer in sight. They should have been doing a brisk trade in torches, camping accessories and stocking fillers, yet the assistants had plenty of time to finesse the ‘Boxing…
Read MoreWhen The Marketing Works
We spend so much of our time in ‘push mode’ that we can forget to celebrate what went well or to evaluate why. When you make the sale it’s natural to begin working out how to make the next one. We make the next one by working out why we made the first. It’s important…
Read MoreThe Long Way Round
In most situations if there’s a shortcut we’re tempted to take it. It’s human nature to conserve energy and take the most efficient route from point A to point B. This makes the business of selling hard, because we are naturally impatient to see signs of success and to avoid nagging doubts about the fear…
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