Posts Tagged ‘customer engagement’
The Forgotten Power And Purpose Of Story
As business leaders and entrepreneurs, our motivations for understanding the power of story are clear—we want to create compelling narratives so more people will hear, believe and buy into our stories. We know we can use story to inform, educate, entertain, inspire and importantly, persuade people. We leverage story to perform valuable sales and marketing…
Read MoreThe Power Of A Value Strategy
The city centre 7-Eleven fulfils the need of a particular customer. It’s a place for the every day, unplanned or forgotten last-minute purchases, where the worker returning home from late shift might grab headache tablets or a pint of milk. Convenience stores are not trying to deliver a premium customer experience. The business is designed…
Read MoreWhy You?
Marketing exists because we have more choices than we need and less trust than we want. We tend to think of marketing as the thing we do last when we’re ready to close the sale—the tactics we employ and activities we undertake to convince the customer, tell our story or describe our value. It turns…
Read MoreThe Five-Step Brand Story Framework
Most people say the hardest part of telling their brand story is knowing where to begin. That’s because we start in the wrong place, with the wrong question—at the ‘how to’. Instead of wondering what we should say, we need to start our storytelling by asking who the story is for, and then by asking…
Read MoreConversion Vs. Connection
The sales assistant took the time to explain the candle manufacturing process, brand values and founding story to the customer who was looking for a special gift for a friend. The customer, who had been buying this brand for more than ten years left delighted, with a beautifully wrapped $42 candle. And yet the company…
Read MoreThe Key To A Sustainable Marketing Strategy
When we moved house a year ago, we had the bathroom floor tiles professionally cleaned. Exactly one year on I got a message from the company about a special offer. At first glance, I thought this was a helpful reminder and smart marketing on the part of the cleaning company who had anticipated my needs.…
Read MoreLucky To Have You
The customers at Estabar are lucky to have Bec and her team creating a welcoming space where they serve the best food, gelato and coffee in Newcastle with love and care. Why are your customers lucky to have you? You probably haven’t asked yourself this question in a while. This is your invitation to do…
Read MoreWhy We Need Brand Stories
Anthropologists tell us story is the universal language that has quite literally ensured the survival of the human race. Our Neanderthal ancestors told stories to pass on information that would keep the tribe safe—tales of misadventure and survival about what to fear or to embrace. We tell stories to inform and connect, to inspire and…
Read MoreCreating A Sustainable Advantage
The two bookstores on Bourke Street have very different layouts, but they mostly stock similar titles. The three nearby cafes all serve eggs, porridge or toast for breakfast. Both convenience stores along the street stock the same brands of chocolate, snacks and emergency litres of milk. And the websites that promote them were each built…
Read MoreHow To Leverage Results Based Marketing
In sales and marketing and in life we devote an extraordinary amount of time to finding the words to describe the value we create. We labour over marketing copy, taglines and slogans that will attract, persuade and entice. We get so preoccupied with ‘the marketing’ that we forget the first step in the marketing journey…
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