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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If you want to stand out, do the thing that’s in short supply. When everyone is fighting for attention, be the one who earns permission. When everyone is looking for an angle, be the one who acts with integrity. When everyone is chasing growth, be the one who deepens connection. When everyone seeks scale, be…

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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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If I asked you to list the advantages any global brand has over its competitors you’d likely think of things like access to capital, distribution networks, and other resources that the average business doesn’t have. But these brands are the outliers. When it comes down to it, most businesses have access to similar resources, raw…

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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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It’s probably safe to assume that at some point in the past few months you’ve wondered how to get more traffic, customers, subscribers, Facebook likes, retweets, awareness, sales, exposure and on and on. Because the job of traditional marketing is to convince and convert, we are used to beginning our marketing journey there. What if…

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Every day you delete messages received from faceless SEO companies who have “noticed you could have a lot more hits to your website”. We are often mistakenly led to believe that our biggest challenge is getting more people to pay attention to our products, services or work. Of course, we can game our way to…

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As marketers we spend much of our time and energy on tactics. We agonise over the creation of lead magnets, spend countless hours honing sales pages and perfecting social media promotions. How To Become A More Strategic Marketer 1. Take a long-term view of your business, one that doesn’t require you to go for quick…

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Some of the most sad and frustrated emails I get are from business owners who have invested money to get people to visit their websites. Often they have paid for search engine optimisation or Google AdWords and waited for the traffic to come—which is does, it just doesn’t always convert or deliver the result the…

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