Posts Tagged ‘meaningful’
What The Best Marketers Know
The call centre operator insists ‘this is not a cold call’. She knows time is running out, so she desperately accelerates her sales pitch—speaking without pausing to either breathe or listen. She was trained to believe it’s possible to close the sale if she can just impart all the information in her script. Sadly, she’s…
Read MoreFlipping The Focus Group
We’ve been using focus groups for eighty years in an attempt to understand how to create things people want to buy and messages they want to hear. And while we question what our customers like and what demographic they fit into, we rarely think about who they are beyond the choices they make. What if…
Read MoreExactly What To Do
When faced with a challenge, we seek out a sure-fire solution. We want to know exactly what to do. We long for the step-by-step guide. The right answer. A formula to follow and faithfully replicate. Formulas work. They give us the answer to questions that have been asked before. But it’s only by being willing…
Read MoreA Thousand Times
The young mother explains the dangers of running across the road to her toddler for what seems like the thousandth time. The Japanese furniture maker begins sanding the chair his customer in Sydney ordered six months ago. The app developer reads every review of his beta looking for ways to make it better. The barista…
Read MoreChoosing The Customers You Want
More cafes in Melbourne have begun offering a 10% discount to customers who bring a reusable cup. It’s an intentional choice that says something about their values and those of their customers. Theses cafes are attracting the kind of customers they want to serve. The clothing store manager gets disgruntled when people rarely buy full…
Read MoreThe Visibility Paradox
A bullet point list of tactics to increase your visibility might include; perfecting your elevator pitch, networking, forming strategic partnerships or creating a compelling press release. You don’t need to look far to see that we’re expending a lot of time and resources metaphorically waving our arms in an attempt to be seen. The irony…
Read MoreWhat Do You Need More Of In Order To Succeed?
If you had to pick one thing you need more of in order to succeed what would that be? Do you really need more time or more resources? Will more attention or more influence enable you to get to where you want to go? When we dig deeper what we find we’re lacking isn’t cash…
Read MoreAttention Deficit
Worldwide ad spending for 2017 is expected to reach $583.91 billion. That’s an increase of 7.3% on last year. We spend extraordinary sums of money and disproportionate amounts of time trying to get people to notice us—often without being specific about the end we have in mind. No business ever died from a shortage of…
Read MoreThe Art Of Customer Loyalty
How many store loyalty cards do you have in your wallet? How many more will you be offered this week? Do you still carry a wallet? We’ve tried to turn customer loyalty into a data-driven science. A game of, if we do this, customers will do that. In our desire for something to measure, or…
Read MoreAnticipating The Next Move
Every successful business strategy is dependent upon making a good decision about the next move. In a commercial world, we spend a lot of time planning to create growth. Often those plans rely on getting the customer to do what we want them to do—so we can make our next move. The businesses that not…
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