Posts Tagged ‘brand values’
The Shortcut To The Sale
Yesterday I watched a woman squirm as she was being upsold two post-treatment skincare products priced at $300 by her beauty therapist. Think about the context here. She’d just spent an hour with the therapist, giving her permission to ask questions others can’t ask and allowing her to touch parts of her others never see.…
Read MoreThree Steps To Telling Better Product Stories
When it comes to marketing our products and services there are a couple of storylines we fall back on. We either invite prospective customers to look at our impressive features and benefits or urge them to notice how much better our product is than anything else that exists in the category. Those tactics may have…
Read MoreBeyond Attention
The black-gloved sales assistant in the jeweller’s window is busy polishing the stones in every ring. Totally absorbed in her task, she starts with the rubies, moves on to the emeralds and finishes with the diamonds. She carefully places them exactly two centimetres apart on velvet lining. The stones sparkle under perfect lighting as the…
Read MoreThe Art Of Discovering Opportunities
How often do we look down when we could look up? How often do we do the obvious instead of exploring what’s been overlooked? How often do we sit tight when we could dive in? How often do we make excuses instead of making our mark? How often do we look away when we could…
Read MoreThe Business Of Trust
Trust enables every human exchange. Our society can’t function without it. The belief we have in each other’s promises is so great that it even transcends our immediate circle in the physical world. We order books, book hotel rooms and ride in cars with strangers on the word of others who have recommended them. Trust…
Read MoreGetting The Story Formula Right
I often get emails asking about the right and the wrong way to tell a brand story. Questions like: How long should the story be? Should we start this way or that? What’s the best medium to use? The more important point to consider is not the length of the story or where to begin…
Read MoreWhy Do Your Customers Buy?
How thirsty is the college student who pays almost $5 for a Caramel Macchiato at Starbucks? Did the fitness instructor really need to upgrade his iPhone 6 to a 7? Can the mother who religiously gives her kids vitamins each morning prove that they work? When the CEO hires a contract lawyer is she paying…
Read MoreThe Good Marketer’s Dilemma
People (including you and me) often convince themselves that they make logical decisions about what to buy based on things like quality and price. If this were true, then there would be no need for businesses to invest in packaging, design or user experience. Packaging, design and copy tell a story that reinforces a worldview—enabling…
Read MoreThe Power Of Story To Find Value
As business leaders, entrepreneurs and marketers we’re used to leveraging the power of story to describe value. We mostly use stories as a tool for telling. Because we believe the way to succeed is to be more vocal and visible, we create campaigns, sales letters, videos and press releases. We craft headlines, posts and tweets…
Read MoreChanging The Customer Experience Narrative
My husband, who is a doctor has been trialling ways to improve the patient experience at the practice where he works one day a week. There are many things about the experience that are out of his control. He can’t control how the receptionist speaks to the patient on arrival, cut the waiting time or…
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