brand awareness
253 posts
Better Than Maybe
As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.
Memorable Marketing
Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.
The Flipside Of Persuasion
Sales and marketing are as much about understanding as they are about persuading.
Soft Metrics
Hard data alone paint a two-dimensional picture of success. There’s nothing to stop us prioritising things we care about that can’t be reliably measured.
How Obstacles Create Value
The better we understand the obstacle, the better we get at solving the problem. And the better we can describe the obstacle, the better we become at selling the solution.
When Marketing Works
Marketing works best when it’s in service of the customer.
What’s Your Customer Acquisition Strategy?
Successful selling is as much about customer discernment as it is about brand differentiation.
10 Benefits Of Strategic Storytelling
Stories do more than help us to tell and sell. Shared narratives are powerful catalysts for change and the building blocks of our culture.
Invest in Second Contact
Both businesses and the customers win when we prioritise affinity over attention.
Begin With Wants and Needs
All successful businesses do two things. They fulfil the unmet needs and unspoken desires of their ideal customer.
What’s Your Promise To Your Customers?
There are a thousand ways to stand out with a better story. And you get to pick one.
When Subjectivity Wins
Successful brands craft and tell stories for their ideal customers—the people who are ready to hear and believe them.The more subjective we can be in our sales and marketing, the better.
Get Specific To Get More Customers
The more specific you can be about who your work is for and who it’s not for, the better your chances of gaining traction with more people.
Persuade On Purpose, With Purpose
If we’re in the business of making things that change people’s lives for the better, we must master the art of persuasion and help people to make decisions they’re glad about.
Values, Choices And Strategy
Sharing your values, and better, demonstrating them to your customers is a smart strategy. How are you doing that in your business?
The Value Conversation
What’s the value conversation your customer is having?
Reverse Marketing
Who is the antithesis of your ideal customer? What’s the message you’d share to convince that person never to buy from you? When you can tell that story well, you’ll be something to someone.
Everything Speaks
The fundamentals don’t garner loyalty. Customers want an experience. People don’t just buy what we serve—they buy how it makes them feel.
A Word About Value
How much is an avocado worth? The answer is, it depends. It depends on the season, the stock levels, how much the customer wants it and the context in which they are buying or consuming it. Buy an avocado from the market, and it might be as little as $2.50. Mash it up, serve it…
On The Face Of It
Our neighbours are selling their house. The selling agent said if they want to get the best price, they should give it a lick of paint. And so the decorators are outside today painting the railings. There’s no doubt that a fresh coat of paint will brighten the place up ready for auction day. But…
