Posts Tagged ‘marketing’
How To Sell An Idea With A Better Story
This is the story of Brick Maier who sold a cardboard box and a poster for $49 and got his Kickstarter Project backed within a week all because he knew how to tell a better story. Brick didn’t just tell us about dimensions and weight or specifications and functionality. He framed an ideal and painted…
Read MoreWhat Does It Take To Be In The 1%?
”99% of ”brands” are about as inspiring, interesting, and enlightening as a cup of lukewarm tea. Which is exactly why you shouldn’t be.” -Umair Haque So the good news then is that it’s not that hard to be the 1%! I asked Umair what he thought it took to be in the 1 %. He…
Read MoreHow Do Your Customers Feel?
When was the last time you stepped into your customers shoes? Sat in your packed restaurant, queued at check in, ordered from your website, read your label, stopped to digest an email you sent, analysed your design brief, slept in your rooms and really experienced what it feels like to do business with you? Every…
Read MoreGo Where The Others Won’t Go
Have you ever watched someone learning to ice skate? Perhaps you’ve been there too? When people are starting out, hopelessly uncoordinated and a bit scared they do what all the other fearful learners do, they cling to the sides for dear life. It feels a little safer there in amongst the pack. Not standing out,…
Read MoreSelling The Benefits
Tell stories, don’t write descriptions. Speak to hearts, not minds. Paint a picture of the effect. Tap into the senses. Illustrate the impact. Describe the joy, the relief, the pleasure. Give people a reason to care. Show them how you’re different. Then let them know why it matters. Image by Cliff Ravenscraft.
Read MoreCreate What People Want
When Ken and Nick lamented the passing of old-style pastrami and then decided to do something about it, they probably had a hunch that there were people who felt just like they did. Once they set to work tasting and testing and re-inventing the ultimate American comfort food they knew they were onto something. Their…
Read MoreWhy Startups Stall
It’s easy to start something today. Now that the gatekeepers are leaving their gates and the barrier to entry is lower than ever, anyone with an idea and an Internet connection can start a business. You don’t need a big staff on payroll or a factory to get the work done. So more people are…
Read More10 Things To Do With Happy Customers
1. Treasure and thank them. Then work really hard to keep them. 2. Connect them to each other. 3. Reward their loyalty. 4. Give them platforms and places to engage with your brand. 5. Listen to their ideas. 6. Watch how they interact with your product. 7. Ask them what you could be doing better.…
Read MoreWhy The Price Doesn’t Always Matter
At the start of the last school year as I stood in a queue I overheard a mother asking an assistant if the $200 calculator she was holding would be coming down in price. The assistant replied that this had been the price for a while, pointing out that the calculator was only required for…
Read MoreMarketing Is All About Values
In 1997 Steve Jobs was unhappy about how much Apple was spending on marketing and about the message the company was communicating. He realised that in an increasingly noisy world the chances for any company to be remembered were diminishing and that Apple needed to get really clear about what it was they wanted people…
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