Posts Tagged ‘advertising’
Noticed Vs. Remembered
For every ten things we do today to get noticed we will do one thing worthy of being remembered. The irony, of course, is what we want deep down is to do work that’s remembered—not just noticed. We only achieve that goal by redressing this imbalance—forsaking the desire for attention today, to double down on…
Read MoreThe Power Of A Shared Brand Narrative
The doors of the department store are barely open and Chris is setting up for a busy day ahead at Mecca. Most of the sales assistants at the other beauty counters don’t glance up as a customer walks through. They’re expecting tyre kickers this early in the day. Chris is different. He’s aware and attentive,…
Read MoreThe Incremental Advantage
Despite what we know about how distracted our customers can be and how endless their choices are, when it comes to our messaging and marketing, we often overestimate our ability to cut through. You only have to spend five minutes watching someone scrolling through a feed on their smartphone (try it), or see how the…
Read MoreThe First Law Of Good Marketing
We can tie ourselves up in knots wondering and worrying about how to communicate our value to prospective customers. Which marketing tactics should we use? How can we improve our product descriptions? What’s the best strategy for converting leads to sales? How can we ‘get more eyeballs’ on our content? While these are all valid…
Read MoreDepth Over Reach
It’s pouring rain on the morning the free weekly lifestyle magazine is stuck through the railings of every home on every street in our neighbourhood. So the 20% of people who would normally flick through it over morning coffee won’t bother to open the magazine today. The soggy newsprint goes straight into the recycling bin.…
Read MoreWhy How We Buy Matters
Forty years ago when Mr Ryan the greengrocer was thinking about his marketing strategy he didn’t have as much to consider as we do today. His customers were locals. They arrived on foot, only bought what they could carry and shopped every day. It was important to have fresh produce, a ready smile and time…
Read MoreThe Patient Marketer
The couple are examining winter jackets on a rail in the department store when the sales assistant makes a beeline for them. ‘What size are we looking for?’ he says, helpfully. They explain that they’re just looking, but he continues to follow them around offering assistance. So they excuse themselves and leave. Marketing works best…
Read MoreWhat Are Your Customers Looking For?
We are sometimes in the dark about what our customers want, so we make assumptions or ask them in the hope of happening upon the truth. There is a third way to get closer to our customers—one we regularly overlook. People’s actions and reactions can reveal more about their internal dialogue than their words. When…
Read MoreWhere Do Most Brand Stories Come Unstuck?
We spend a lot of time finding the right words—the ones that will differentiate us from our competitors and compel the right people to covet and click. And yet even though we’ve assembled the perfect words customers can still sense a disconnect. It isn’t our words in isolation, but the intention behind them and the…
Read MoreThe Brand Awareness Checklist
In a competitive, commercial environment the logic is the more people who know about your business the more successful it will be. So we prioritise making more people aware. But if ‘awareness’ is your problem then asking how to get more of it is the wrong question to begin with. The better place to start…
Read More