Posts Tagged ‘intangible value’
Two Ways To Think About Selling
Are you selling or are you showing up in the best light for the people who need you? Sales can be a service. And vice versa. Image by Garry Knight
Read MoreThe Feeling Customer
One of the mistakes we make when we’re building a business and communicating our value is to only create for the thinking customer and his rational mind. Messages that resonate deeply connect with people’s feelings. Beloved brands and successful businesses appeal to their customers’ hearts, not just their heads. Wants and needs. Dreams and requirements.…
Read MoreMissed
If Jason suddenly stopped coaching at our local gym, we would miss how he tries to get the best from everyone, even when we don’t feel like getting the best from ourselves. Plenty of people would miss the energy James and his team create at KereKere cafe, their warm welcome and the intention behind everything…
Read MoreLeaving A Trail
The contractors who mow the lawn in the public spaces where my parents live whizz around on ride on lawnmowers. They don’t get off to move obstacles, trim edges or collect the grass. The job is done in no time. But for the next few days, cut grass blows around the suburb and is trailed…
Read MoreJust Because You Can
The role of the hotel concierge can be a challenging one. The concierge has to think on his feet. He must immediately earn each new guest’s trust, give people what they don’t always know they want and solve problems on the fly. Some people are better at this than others. The good concierge knows the…
Read MoreVisible Vs. Memorable
When my friend Mark opened his bakery, he was faced with a marketing dilemma. Should he blow his marketing budget on a single print advert that would cost him several thousand dollars or should he invest that money in something else? The promise of brand validation and the creation of mass awareness made the print…
Read MoreTransactions Vs. Experiences
The hotel was nothing to write home about. You couldn’t really fault it either. The facilities, which matched the hotel’s star rating were as described. The room was clean. The bed was comfortable. The staff were efficient and polite. But—you knew there was a ‘but’ coming. The place lacked a spirit of generosity. It had…
Read MorePeople Power
When a traveller books a $700 a night hotel room she assumes that she’ll have a five-star experience. She’s expecting more than a better bed, thicker carpets and fancier facilities. When a five-star hotel gets a one-star review, it’s an indication that something went badly wrong. Of course, guests and customers are disappointed for a…
Read MoreForget Which Way The Wind Is Blowing
When the disco diner opened on a warm Summer night in a flurry of pink neon, accompanied by loud music and cheap booze, the owner felt reassured he’d found his tribe. But as the evenings grew shorter and the nights colder, his confidence began to waver. The evolving messaging on a pair of sandwich boards…
Read MoreThe Rise Of The Patient Marketer
The fact that we’re exposed to thousands of marketing messages every day is old news. Our lives are now designed to mitigate against being interrupted by things we don’t care about and never respond to. And yet, we often fail to acknowledge that the people we want to reach feel the same way. If we’re…
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