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 marketing isn’t working as well as you’d…

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We’re on our way to buy that forgotten pint of milk late one weekday evening when we spot a brand new restaurant. So, we stop to take a look at the menu in the window. Inside the place is deserted, apart from two smiling waitresses, stationed behind the double glass doors and one anxious owner…

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My new book, The Right Story publishes today. I can’t wait to hear how you’re using the new tools in the book to help you craft your messaging and engage more deeply with your customers. The Story Compass is one of those tools in the book. It’s designed to facilitate powerful, purposeful storytelling. It will…

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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 Their boycott lasted 381 days until the city repealed its law requiring segregation on public buses.…

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The couple are examining winter jackets on a rail in the department store when the sales assistant makes a beeline for them. ‘What size are we looking for?’ he says, helpfully. They explain that they’re just looking, but he continues to follow them around offering assistance. So they excuse themselves and leave. Marketing works best…

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The easy part of marketing is working out what to say, when and where, to whom, in order to sell what we make. We expend most of our energy on the easy part. The hard part is understanding why it’s important to say what we’re about to say and who will care enough to listen.…

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One reason we market to customers, beyond our desire to create brand awareness, is to communicate how and why our products are different and better than those of the competition. Of course, how products are created and experiences are designed can be differentiators. But we sometimes overlook opportunities to differentiate and add value—especially when it…

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The sales assistant took the time to explain the candle manufacturing process, brand values and founding story to the customer who was looking for a special gift for a friend. The customer, who had been buying this brand for more than ten years left delighted, with a beautifully wrapped $42 candle. And yet the company…

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It’s fun to think about getting our products and services in the hands of the people we want to serve. In our rush to increase brand awareness we often overestimate the importance and impact of short-term, tactical marketing decisions. It’s possible to put things in perspective by answering some questions about your objectives before you…

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When marketers had no choice but to pay thousands of dollars each year for print, TV or other forms of conventional advertising they had to discern which media to invest in and why. The good ones had a strategy. The rest dabbled. In a digital world though, it seems like every day there’s another opportunity…

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