Posts Tagged ‘marketing’
The Empathy Advantage
On the face of it, the bus driver is paid by the hour to get passengers safely from point A to point B. But most of the value he creates for the bus company, not to mention the city, has nothing to do with his driving ability. It’s in the empathetic work of reassuring passengers…
Read MoreInvest in Second Contact
Both businesses and the customers win when we prioritise affinity over attention.
Read MoreBegin With Wants and Needs
All successful businesses do two things. They fulfil the unmet needs and unspoken desires of their ideal customer.
Read MoreWhen Subjectivity Wins
Successful brands craft and tell stories for their ideal customers—the people who are ready to hear and believe them.The more subjective we can be in our sales and marketing, the better.
Read MoreGet Specific To Get More Customers
The more specific you can be about who your work is for and who it’s not for, the better your chances of gaining traction with more people.
Read MorePersuade On Purpose, With Purpose
If we’re in the business of making things that change people’s lives for the better, we must master the art of persuasion and help people to make decisions they’re glad about.
Read MoreThe Value Conversation
What’s the value conversation your customer is having?
Read MoreDo The Unnecessary
A great deal of our work is about doing the necessary, meeting spec and making sure the client got what they paid for. But much of the skill and all of the joy in our work comes from doing the unnecessary.
Read MoreSay It With Intention
Communication is not just an exchange of information, it’s also an exchange of intention. We’re never just speaking or writing the words to be heard, we’re always trying to make ourselves understood.
Read MoreReverse Marketing
Who is the antithesis of your ideal customer? What’s the message you’d share to convince that person never to buy from you?
When you can tell that story well, you’ll be something to someone.