Posts Tagged ‘marketing’
Why Your Business Needs A Set Piece Plan
David Beckham scored 114 goals over the course of his 20-year football career. More than half of those goals were a result of what’s known as a ‘set piece’. A ‘set piece’ is a carefully orchestrated and practised move in a team game that returns the ball to play. Beckham became an outstanding player because…
Read MoreThe First Law Of Good Marketing
We can tie ourselves up in knots wondering and worrying about how to communicate our value to prospective customers. Which marketing tactics should we use? How can we improve our product descriptions? What’s the best strategy for converting leads to sales? How can we ‘get more eyeballs’ on our content? While these are all valid…
Read MoreDepth Over Reach
It’s pouring rain on the morning the free weekly lifestyle magazine is stuck through the railings of every home on every street in our neighbourhood. So the 20% of people who would normally flick through it over morning coffee won’t bother to open the magazine today. The soggy newsprint goes straight into the recycling bin.…
Read MoreDon’t Be Afraid To Start Small
On a rainy Monday early in December 1955, 40,000 African-Americans boycotted the public bus services in the town of Montgomery to protest the arrest of 42-year-old Rosa Parks who refused to give up her seat to a white passenger. Their boycott lasted 381 days until the city repealed its law requiring segregation on public buses.…
Read MoreWhy The Realistic Marketer Wins
Marketing shoulders heavy burden in any business regardless of size. We expect our marketing efforts to make more customers aware of our brand and to grab their attention. Not only that, we want our marketing to create trust, differentiate our products, communicate value and change people’s minds. Marketing must also convince strangers to choose us…
Read MoreThe Two Questions Behind Every Successful Product And Service
There’s a subtle difference between a product or service that stems from an idea and one that’s born from recognising an opportunity. Ideas are solutions in search of problems. Opportunities are problems begging for a solution. The magic of solving problems for a specific customer is that the marketing is baked into the product. Like…
Read MoreThe Number One Way To Create Brand Awareness
There was something peculiar about the SoHo hotel where I stayed on my recent overseas trip. I didn’t see a single child for the length of my stay. Nowhere in their marketing does the management specify their property is unsuitable for children and yet because they are uncompromising about going all the way to the…
Read MoreWhat Successful Marketers Do
The restauranteur wants people to feel at home when they dine at his cafe. He furnishes it with a communal table filled with jars of decadent preserves. Diners help themselves to as much as they want without having to ask the wait staff for more. The technology company wants to make women feel more at…
Read MoreBridging The Scarcity Gap
The man riding in the lift with me hit the button for the highest, and arguably the best floor in the hotel. I remarked that he must have great views from there. He shrugged his shoulders, then started to complain about his inability to open the windows to let the fresh air in. The scarcity…
Read MoreTen Things Your Competitors Don’t Do
YOUR COMPETITORS DON’T… 1. Obsess about how their products and services make customers feel. 2. Help people to ‘buy in’ and belong (not just to buy). 3. Make something that’s not for everyone. 4. Question how they could do it better. 5. Listen twice as much as they talk. 6. Do what they say they…
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