Posts Tagged ‘brand story’
Should You Simplify Your Sales Script?
There’s a shop half-way down Smith Street that sells just about everything. Whatever you might need from a hammer to a cigarette lighter, a birthday card to an egg slicer they’ve got it. It’s the kind of shop that usually encourages browsing more than buying, where people wander around aimlessly ‘just looking’. But in this…
Read MoreThe Downside Of Competing For Customers
The boardroom was ready. We each had a bottle of French sparkling water, a notebook and pen next to our seat. Delicious herbal tea and snacks were served on our arrival. We were meeting to discuss how best to tell a story that resonated with the client’s customers before the launch of a new marketing…
Read MoreThe Empathy Profession
When I was growing up (and maybe when you were too), careers like medicine, nursing and teaching, were regarded as being part of the ’empathy profession’. Today, every one of us, from accountants to designers, CEOs to Astronauts, are in the ’empathy profession’. No business or brand can thrive without understanding what it is their…
Read MoreThe Hallmarks Of Good Marketing
A real estate agent can generate more interest in a property by listing it well below the expected selling price. Underquoting is sometimes used as a marketing tactic to create a heightened sense of urgency in prospective buyers who don’t want to miss out. When the property sells for 30% above the quoted price range,…
Read MoreIn Praise Of Intangibles
Think about all the things you didn’t charge your customers for today, those things that don’t appear as line items in your budget. The care with which you choose ingredients. The way you treat your employees. The time you spend listening to a prospective customer’s problems, so you can excel at anticipating your future customer’s…
Read MoreMarketing Forwards
Lachie was a half-decent painter and decorator, but what he really had going for him was his youth and enthusiasm. He’d been in business long enough to reap some reward for his efforts, but not so long that he’d experienced the bust that inevitably followed the boom in Western Australia. Lachie had an easygoing nature.…
Read MoreA Measure Of Progress
In the animal kingdom ‘more’ is often the best measure of success. Herds and hoarders have a better chance of survival. But ‘more’ isn’t always the best measure of human progress. The longest queue isn’t always a sign of better quality. The most sales don’t always lead to a more sustainable business. The greatest number…
Read MoreTen Benefits Of Backstorytelling
Since the explosive growth of the advertising industry that began on Madison Avenue in the 1920s, marketing has been about creating a story to make people want something. Conventional wisdom dictated that if you wanted to sell more of a thing, you appealed to a customer’s desire to improve his situation in the moment. Then…
Read MoreStart Setting Your Brand Storytelling Goals
We expect brand storytelling to do a lot of heavy lifting for our business. We want our story to engage prospective customers and communicate the value we create. We rely on storytelling to create a sense of belonging and encourage people to believe in our brand. Ultimately we expect that our story will convince and…
Read MoreThe Measure Of Greatness
I will never forget the first assembly at my children’s school in Australia. Our family had newly migrated to Perth, Western Australia. We wanted to settle our boys as quickly as possible into their new life. So, much to our ten-year-old’s disgust, they were in new schools within two weeks of our arrival. There we…
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