Posts Tagged ‘brand values’
Three Pillars Of Great Branding
There’s nothing extraordinary about the location of the vegetarian Mexican street food restaurant at the corner of a Fitzroy laneway. The tacos are good, not exceptional. The prices fair, not cheap. And yet, even on quiet Tuesday evenings, when other restaurants advertise specials to entice mid-week diners, the taco place has a steady flow of…
Read MoreThe Limitations Of Marketing To Persuade
We assume sales and marketing are simply a case of fulfilling unspoken desires or unmet needs and making the people with those needs aware we’ve solved their problem. But there’s another piece of the marketing puzzle we often overlook—the doubts our customers must overcome. People don’t just want to know that our products and services…
Read MoreAttention Deficit
Worldwide ad spending for 2017 is expected to reach $583.91 billion. That’s an increase of 7.3% on last year. We spend extraordinary sums of money and disproportionate amounts of time trying to get people to notice us—often without being specific about the end we have in mind. No business ever died from a shortage of…
Read MoreThree Ways To Sell
If you want to get more comfortable about selling, it’s helpful to consider which of these three sales techniques you use and to assess how they’re working for you. Describing This is the most common way to sell—one you’ve likely experienced or used. Describing the specifications, features and benefits of our products and services is…
Read MoreWelcome To The Meaning Economy
In the 1950s and 60s when my parents were entering the workforce they created value by working with their hands in an Industrial Economy. Workers manufactured and moved things that would be consumed. In the era of the Information Economy, we began using our heads to produce value. We learned to use computers to design,…
Read MoreAnticipating The Next Move
Every successful business strategy is dependent upon making a good decision about the next move. In a commercial world, we spend a lot of time planning to create growth. Often those plans rely on getting the customer to do what we want them to do—so we can make our next move. The businesses that not…
Read MoreLouder Than Words
We’re obsessed with finding the right words to communicate our value. We finesse our LinkedIn bios, agonise over product descriptions and sales pages. Of course, words have enormous power. But they are worthless without the actions that support them. It’s no good describing how great your product is if you haven’t put in the work…
Read MoreWhat Do The Best Salespeople Do?
A young couple spent a while ‘just looking’ in the furniture store before approaching a salesperson to ask about fabric choices on a particular sofa. She showed them the swatches and said nothing. The guy asked if they had anything like it—a large squashy four-seater in leather. They didn’t. “What size exactly are you looking…
Read MoreThe First Rule Of Standing Out
If you want to stand out, do the thing that’s in short supply. When everyone is fighting for attention, be the one who earns permission. When everyone is looking for an angle, be the one who acts with integrity. When everyone is chasing growth, be the one who deepens connection. When everyone seeks scale, be…
Read MoreThe Art Of Making Progress
If only your business had more media exposure. If only you could get the materials cheaper. If only all the reviews were positive. If only the website had more traffic. If only your colleagues responded. If only every employee listened. If only more browsers bought. We spend a lot of time thinking about how to…
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