marketing
1,028 posts
That Certain Something
A new local grocery store around the corner from us finally opened its doors last weekend. For weeks we’ve been pressing our noses to the window as the new tenants swept the floor and stocked the shelves ready for the big day. The previous grocer stocked only organic produce, operated a juice bar an
The Value Conundrum
When I was growing up, my mother tried selling various products from home to earn extra money to support our family. I remember cookware and cosmetics being demonstrated to small groups of her friends over cups of tea and homemade sponge cake in the living room. From day-to-day, Mum used the same ol
Nurturing Trust
Almost three months ago, when restrictions due to the coronavirus began rolling out across Australia, panic-buying ensued. The CEO of one of our supermarket chains began writing a weekly email newsletter to customers in response. In it, he addressed customers’ genuine concerns about the availability
To Whom It May Concern
When an aspiring author is pitching her work to a publisher or agent, she needs to address the agent directly. In her query letter, it’s not enough to be aware of her book’s strengths—she must also know who it’s for and why this particular agent will care enough to read the first few chapters. It…
A Small Great Thing
We’re usually excited about growing our audience or expanding our customer base. It’s hard to close the door on what might look like an opportunity to serve or scale. But we do our best work when we know exactly who will get the most benefit from it and who it brings us joy to serve.…
Your Goal Is To Matter To The People You Serve
I once worked with a startup in the financial services industry. The foyer of their office building was all polished floorboards, high white walls and minimal seating. Inspirational magazines were strategically arranged on low tables, next to the espresso machine. The walls were completely bare apar
What Great Storytellers Know
Think about the last time you were influenced or persuaded by a message. What was it that changed your mind, opened your heart or compelled you to act? I can guarantee it wasn’t facts or data alone. The most effective way to move people to act is by telling them a story. These past weeks,…
How To Save A Story
I had so much fun talking about how to save a story, with my friend and colleague Michael Bungay Stanier on his new podcast. Some of the things we talked about were: The anatomy of a great story Building resilience, trust, and connection through everyday storytelling Why storytelling allows you to n
Building A Reputation
When you and I were at school, many students had a reputation. We can recall the smart and funny ones. The artistic or athletic ones. The introverts and the extroverts. Those reputations were not bestowed—they were built. People’s opinions about you are based not just on what you say, but on what yo
Helpful Conversations
Over the past few weeks, my inbox has filled with emails from organisations I’d forgotten I’d ever had contact with. I must have signed up to an email list or bought something from them many years ago, but it’s so far back, I can’t remember why. We’re all still trying to work out how to…
Balancing Wants And Needs
On a normal day, our local supermarket stocks fifty different kinds of pasta. Right now they’re stocking two. On a normal day, customers would complain bitterly about the lack of choice. Today they’re grateful to leave the shop with two boxes of a brand of penne they’ve never tried. What we’re witne
What Can You Do Now?
Julie has been running her local florist business for five years. She’s built up a reputation with the people in her suburb, who regularly pop in when they’re walking past to buy flowers and plants that brighten their homes and their lives. While new single bunch, online flower delivery services blo
What Did You Do?
A walk down my local café strip shows just how resourceful we can be when we’re in a tough spot. Because of world events and government guidelines around group gatherings, restaurants and cafes can no longer welcome diners into their premises. But they are quickly adapting. Every café has come up wi
Don’t Be Right, Be Early
Seven years ago, a member of the Zoom video conferencing sales team worked hard to demonstrate the value of their service to me. She emailed, she Zoomed, she answered questions. And I didn’t sign up. ‘I will one day,’ I promised. ‘Just not now. It’s just too early for me.’ Which was true. Few of…
What Separates This From That?
When we’re not simply driven by price how do we choose what to buy? We tell ourselves a story about quality, design, durability, or provenance. But often as we rationalise about the advantages of one product or service over another, the differentiator we perceive is the degree of love and care that’
Influence Vs. Impact
In a world where attention has become both currency and commodity, it’s tempting to believe there’s a direct correlation between influence and impact. The modern definition of an influencer is someone who can persuade people with their recommendations. But it turns out, the people who have the great
Are You Ready To Find Your Voice?
Eleven years ago, as I was pivoting my business, I began reading a new book. I was barely two paragraphs in when the following sentence stopped me in my tracks. ‘Either you’re going to tell stories that spread, or you will become irrelevant.’ Those words, written by my friend and colleague, Seth God
Say It Like You Mean It
Empathy is an essential skill for anyone who wants to make a living by serving others. A big part of our job is to show those people that we see, hear and can help them. But there’s a fine line between fake intimacy and genuine sincerity in a sales conversation. We’ve all been subjected to…
The Best Stories Are Lived
It’s Sunday afternoon, and I’m visiting the smallest branch of my favourite chocolate shop. It’s a fourth-generation, family-owned and operated business, and it shows. The enthusiasm of the assistants is palpable. ‘I’ve never worked for a company like this,’ the woman behind the counter says. ‘I’ve
Simple Questions To Ask When Your Marketing Isn’t Working
My marketing isn’t working. This sweeping declaration leads us to draw (sometimes incorrect), conclusions that influence our future marketing plans and business strategy. We can’t fix our marketing when we don’t know why it’s broken. But where do we start? Here are seven questions to ask when your m
