Posts Tagged ‘marketing’
The Power Of Story To Find Value
As business leaders, entrepreneurs and marketers we’re used to leveraging the power of story to describe value. We mostly use stories as a tool for telling. Because we believe the way to succeed is to be more vocal and visible, we create campaigns, sales letters, videos and press releases. We craft headlines, posts and tweets…
Read MoreSustainable Attention
The box office was due to open on Monday morning. The first fans took their place at the front of the line at 3 pm on Sunday. By midnight a hundred had gathered, and at dawn, the line snaked around on itself, as people armed with deck chairs and milk crates, queueing for the one-off…
Read MoreChanging The Customer Experience Narrative
My husband, who is a doctor has been trialling ways to improve the patient experience at the practice where he works one day a week. There are many things about the experience that are out of his control. He can’t control how the receptionist speaks to the patient on arrival, cut the waiting time or…
Read MoreWhat Are Your Words Designed To Do?
How often have you read website or marketing copy that uses words we’d rarely use in conversation? The real estate agent’s copy describing homes as abodes or residences. The jargon in the consultant’s brochure. The officious tone of the notices in the dentist’s waiting room. We’re often left wondering if the purpose of the language…
Read MoreHow To Learn From The Customer Journey
Many of the businesses you will frequent today have no idea how you became a customer. What’s worse than not knowing what brought you there is either making an incorrect assumption or not having an interest in your journey at all. It’s easier than ever in an online world to understand where customers come from,…
Read MoreThe Characteristics Of Successful Ideas
In an era when we have self-driving cars and delivery drones it’s still possible to encounter: Underwear with five uncomfortable care labels sewn into the seams. A beautiful teapot that becomes too heavy to lift when it’s full. Inconspicuous assembly instructions that confuse rather than clarify. Sports shoes that give the wearer blisters until they’re…
Read MoreThe Path To Business Growth
Sal was already sweating as she blustered into the gym on Monday morning. She sat down heavily on the bench in the changing room. The things she had hastily stuffed into her gym bag tumbled out as soon as she unzipped it. Sal stopped for a second, realising she hadn’t replaced the three-day-old sweat towel…
Read MoreWhy Story Sells
The bicycle store owner was walking the customer through the range of helmets that were suitable for her teenage son. He described and demonstrated the features and benefits of three models in various price ranges. The woman seemed unsure and looked for a moment like she was about to leave with a promise to come…
Read MoreWhat Are Your Marketing Goals?
We devote a lot of time to growing our businesses—often around the loose metric of ‘more’. It’s worth defining what ‘more’ looks like for your business. You get closer to your goals when you match effort to desired outcomes, and you can’t do that without understanding which numbers you’re trying to move the needle on.…
Read MoreWorth Vs. Worthy
As business leaders and entrepreneurs, much of our energy and resources are spent understanding how best to communicate our value to customers. Many of the most successful companies flip this thinking on its head. If we create things that are worthy of the time, attention and money of the people we hope to serve, we…
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