Posts Tagged ‘matter’
Traditional Marketing Vs. New Marketing
We recoil from the traditional marketing tactics that we are exposed to every day. We install ad blockers and put up barriers that help us to keep interruptions at bay. We recognise poorly thought out marketing strategies in a heartbeat, and yet when it comes to marketing our own products and services we often fall…
Read MoreAmplify The Good
As soon as she handed the keycard for the upgraded room to the formerly disgruntled (now beaming) guest, the receptionist smiled and handed her a second card. Her eyes held those of the woman who had been complaining loudly only five minutes before. “Would you please consider giving us a review on Trip Advisor, the…
Read MoreReasons To Choose
Reasons are at the heart of all marketing. Our marketing aims to give people reasons to choose—an explanation or a nudge about why they should buy. The biggest mistake we make is failing to match our reasons with the potential customer’s motivations. Your most important job as a marketer isn’t to tell people why they…
Read MoreWhat Does This Advertising Do?
It’s easy to erect a billboard that broadcasts to everyone—far harder to build a bridge to meaningful engagement with the people who matter. If it’s not helping you to get closer to your customers then it’s not worth doing. Image by Daniel.
Read MoreThe Characteristics Of Beloved Brands
Earlier this week Bob Lefsetz wrote the following line in a post about Elon Musk; “We know greatness when we see it, we clamor for it. We want to get closer to it.” We also want to emulate it—to understand the qualities and characteristics that elevate certain leaders, businesses and brands above the rest. Analyse…
Read MoreMarketing Is How It Feels
In a recent article I read that “….aside from a few television spots and billboards here and there, Apple pretty much ignores marketing and advertising.” This is simply not true. EVERYTHING Apple does, from the massive investment in package design that creates scissorless, video-worthy unboxing experiences, to product names, Genius training, years spent obsessing over…
Read MoreHow To Be Valued In Any Marketplace
Mike is ‘in sales’. He takes care to dress well, to tone down his tie and give a firm handshake. He begins every conversation with a prospective client by first introducing himself and then sharing his perspective about why he’s there. It’s no surprise that Mike is met with hundreds of rejections each year from…
Read MoreThe Spotlight
I went to see Bill Nighy and Carey Mulligan perform on Broadway last week. What was interesting to observe was how little most people in the audience were enjoying the act of ‘going to see Bill Nighy and Carey Mulligan perform on Broadway’. There were complaints about the fact that they doors didn’t open early…
Read More5 Steps To Making Things People Want
Here’s the subject line ‘just curious’ email I got the other day. Maybe you got one too? The marketing consultant had gone to the trouble to know my name, but that’s where the personalisation ended. “Hi Bernadette, By any chance, are you interested in solutions for getting sales appointments and leads? XYZ does so on…
Read MoreThe Unsurprising Way To Find More Customers
There was clearly a big job of work to do on the old Victorian home close to where we live. We didn’t envy either the owners, or the painting contractor who was slowly and carefully laying down dust sheets on that first morning, long before many people had started their day. The painter worked alone,…
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