Posts Tagged ‘difference’
Your Best Offer Advantage
While working on my next book I was considering commissioning some independent research. Following a Skype conversation with a representative from a global research firm, where the investment seemed way outside my budget I received “some great news for in the form of a quote!” The consultant had spoken to a colleague and had called…
Read MoreThe Win Loss Mindset
Trade shows are interesting. You pay for the opportunity to set out your stall and market your wares to a generic, gender or interest demographic. It’s a game of hope and pitch, with a lot of waiting and rejection in between. For every person who buys something another ten walk past—unmoved and uncaring. Clearly not…
Read MoreWhere Big Ideas Begin
Big ideas never start with a big idea—they start with a small problem, impacting a lot of people, that no one has worked out how (or cared enough) to solve. Slack, Powerwall, Instacart, iTunes, GoPro, Simple and on and on, fall into this category. You have to name the problem before you can begin to…
Read MoreMarketing Is How It Feels
In a recent article I read that “….aside from a few television spots and billboards here and there, Apple pretty much ignores marketing and advertising.” This is simply not true. EVERYTHING Apple does, from the massive investment in package design that creates scissorless, video-worthy unboxing experiences, to product names, Genius training, years spent obsessing over…
Read MoreHow To Be Valued In Any Marketplace
Mike is ‘in sales’. He takes care to dress well, to tone down his tie and give a firm handshake. He begins every conversation with a prospective client by first introducing himself and then sharing his perspective about why he’s there. It’s no surprise that Mike is met with hundreds of rejections each year from…
Read More5 Steps To Making Things People Want
Here’s the subject line ‘just curious’ email I got the other day. Maybe you got one too? The marketing consultant had gone to the trouble to know my name, but that’s where the personalisation ended. “Hi Bernadette, By any chance, are you interested in solutions for getting sales appointments and leads? XYZ does so on…
Read MoreThe Power Of What We Measure
It’s easier than ever before to create a set of metrics by which to monitor our progress and measure our success. Click-through rates, subscriber numbers, impressions and customer lifetime value are useful data points. What if we measured our success by the results we delivered for our customers? Not what the customer did for us,…
Read MoreThe Gap Between Saying And Doing
You will have seen this image of a goldfish making a courageous leap from his bowl on countless websites. It’s meant to convey a message about a company that’s not afraid to challenge the status quo, of course it’s now so ubiquitous, it does exactly the opposite. Nobody in the marketing department got fired for…
Read MoreThe Marketing Should Be Invisible
The vibration you feel when you plug your iPhone in to charge—that’s marketing. The texture of the sheets as you pull back the covers of a hotel bed, jazz playing on a good stereo at the cafe, the ease with which the milk carton opens, daring to have an insane mode—all marketing. We spend a…
Read MoreNothing And Everything
“Have you got far to go with those?” the assistant asked, while looking me squarely in the eye, as he was deciding how best to pack my groceries. It was the tiniest gesture, nothing much, and yet it was enough to stop me in my tracks, because it’s not what we’ve come to expect. Nobody…
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