Posts Tagged ‘authenticity’
7 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 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 MoreWhat Are Your Rules Designed To Do?
It’s never a good sign when a flight doesn’t board on time. When the ground staff make announcements about ‘engineering faults’ and begin handing out meal vouchers you know you’re in trouble. And so it went last month for flight 029 to Hong Kong. Three hours after the first announcement the flight was cancelled, leaving…
Read MoreThe Right Thing To Do
Joe was in a real fix. The equipment he’d been scheduled to hire from the builder’s supplier had accidentally been hired to another customer, there wasn’t an alternative machine available for a month. Joe needed to do something fast, if he didn’t the job he was working on would be behind time by weeks and…
Read MoreDo Your Actions And Story Align?
Have you ever seen the somber, suited doorman at Cartier chasing a thief, searching a customer’s bag or stopping a young woman from entering the store? Me neither. If he’s not doing that then why is he there? Does the sales assistant at MontBlanc really need to wear a white glove to remove the pen…
Read MoreThe New Rules Of Email Marketing
The old rules are broken. Familiar email marketing tactics might enable us to extract one more sale, but they are definitely not designed to respect our customers—the people who pay our bills, the same people we hope to matter to. They are busy and smart. We should treat them that way. THE NEW RULES OF…
Read MoreWant To Vs. Have To
The famous fashion designer doesn’t have to pay a fair wage to the workers in the Indian village, who hand bead the $600 dresses she sells to affluent Melburnians. Her customers would never know—and yet she does. The busy graphic designer doesn’t have to make suggested improvements to the slide deck he’s working on. His…
Read MoreThe Ideal Business
Something unexpected happened while I was on the phone to my health insurer making a quick change to personal details. The operator threw me by asking if I wanted to reduce my cover (and thus, the annual premium). “No sense paying a fortune for something you don’t need.” she said. True—but when I began to…
Read MoreMost Marketing
Most marketing is designed to…. Get attention in the moment. Make people choose. Create awareness among many. Persuade people to decide. Most marketing is not designed to…. Build loyalty over time. Make people care. Create affinity with a few. Help people to feel good about their decisions. What makes your marketing unlike most marketing? Image…
Read MoreThe Most Powerful Thing You Didn’t Do Today
Have you ever been footsteps away from a window and yet found yourself opening an app or doing a Google search to check the weather, instead of simply going over to the window and opening the curtains? Me too! Why is that? We are now in the habit of outsourcing our thinking and second guessing…
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