Posts Tagged ‘matter’
The First Rule Of Standing Out
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…
Read MoreNoticed Vs. Remembered
For every ten things we do today to get noticed we will do one thing worthy of being remembered. The irony, of course, is what we want deep down is to do work that’s remembered—not just noticed. We only achieve that goal by redressing this imbalance—forsaking the desire for attention today, to double down on…
Read MoreThe Incremental Advantage
Despite what we know about how distracted our customers can be and how endless their choices are, when it comes to our messaging and marketing, we often overestimate our ability to cut through. You only have to spend five minutes watching someone scrolling through a feed on their smartphone (try it), or see how the…
Read MoreDepth Over Reach
It’s pouring rain on the morning the free weekly lifestyle magazine is stuck through the railings of every home on every street in our neighbourhood. So the 20% of people who would normally flick through it over morning coffee won’t bother to open the magazine today. The soggy newsprint goes straight into the recycling bin.…
Read MoreThe Number One Way To Create Brand Awareness
There was something peculiar about the SoHo hotel where I stayed on my recent overseas trip. I didn’t see a single child for the length of my stay. Nowhere in their marketing does the management specify their property is unsuitable for children and yet because they are uncompromising about going all the way to the…
Read MoreWhat Standout Brands Do
Have you ever noticed how a crowd exits a packed venue? Even when there are three exits most people take the middle one. You see this play out in business too. Take a walk through the running shoe department in any sports store, and you’ll find little to differentiate one shoe from another. When one…
Read MoreAre You Pressing The Right Buttons?
The guy who knocks on the door at 5 pm is armed with an iPad, a sales pitch and an assumption. He denies he’s trying to sell something. ‘It’s not a sale—it’s a reduction.’ He asks if I’ve looked at the back of my power bills lately. Tells me the prices have risen and he’s…
Read MoreMore Vs. Deeper
On the surface of it, the all-you-can-eat buffet seems like a generous bargain. Why is it then that we walk away having had our fill without feeling satisfied? The truth is we know that far from being generous the offer of ‘more’ is a tactic to get the most people through the door. We understand…
Read MoreThe Best Kind Of Self-Promotion
A new group fitness instructor arrives to teach a class at the gym. He’s an unknown quantity, but a few people give him a shot. Within a month his class is either packed or half-empty. The instructor who is struggling to get the numbers announces details of his upcoming classes at the end of each…
Read More5 Ways To Be A More Resourceful Marketer
The problem with most marketing is that it not only feels inauthentic to the customer, it also relies on tired old tactics that do the opposite of what the marketer intended. It interrupts instead of inspiring, disconnects instead of delighting. We can do better. How To Be A More Resourceful Marketer 1. Pretend you have…
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