Posts Tagged ‘relevance’
The Generous Marketer
Implements long-term strategies, rather than relying on short-term tactics. Puts the desires of the customer before the urgency of his business goals. Knows that mattering to his customers is the key to success. Cares about affinity, more than awareness. Notices, before asking to be noticed. Listens twice as much as he talks. Does not interrupt…
Read MoreA Brand Of Magic
The chairs were out of stock. A delivery was expected some time in December, it might clear customs by January. The sales assistant described the import logistics and company policy. She detailed the 55% deposit terms on all orders placed and made sure to add her name to the written quotation the customer had not…
Read MoreThe Business You Want
If I asked you to describe the business you really want you’d probably find it hard. Here’s why. We have conditioned ourselves to pay attention to popular metrics of success and we often don’t want to make the sacrifices or the compromises it takes to achieve them. It’s akin to wanting Jennifer Aniston’s body, without…
Read MoreThe Downside Of Adopting An Umbrella Marketing Mindset
The fledgling entrepreneur is embarking on a career in travel. She has just completed her training and is aiming to abandon the 9 to 5 and earn a great living selling discounted flights and cheap hotel rooms. Today though she is working her day job at the beauty salon so she can pay the rent.…
Read MoreIn Praise Of Intangible Value
What did they do to create value? Design a new portable music player or give you 1,000 songs in your pocket? Serve coffee at $4 a cup or become ‘the third place’? Create a platform where people can rent a room or make them feel like they belong anywhere? Start a photo printing service or…
Read MoreYou Are Not Apple, And That’s No Excuse
“That’s all very well, but we are not Apple,” says every CEO and entrepreneur, when a well-meaning colleague gives another Apple best practice example as a possible way forward. No, you are not Apple and you don’t have to be. There are a million ways to do meaningful work. Owning the fact that it’s possible…
Read MoreWho Do You Think Your Customers Are?
It was a beautiful spring day in one of the most coveted (and expensive), Melbourne suburbs to live (and buy a home) in. The tree-lined streets were beginning to sprout pink blossoms and the afternoon sun warmed the porches of restored Victorian homes. There on one of those porches, behind a well-kept garden, in a…
Read MoreHow To Avoid Getting Lost In The Crowd
It’s natural to want to create something for the most people we think we can reach. The runaway successes we aspire to emulate seem like they succeeded by appealing to everyone. But if you look a little closer you’ll find that even the big hits started at the edges. Soul Cycle, Starbucks and Secret Garden…
Read MoreThe Marketing Paradox
The goal of most marketing is to get people through the door, bums on seats and products sold. Because much of our marketing effort is front-loaded it’s easy to believe that once we’ve closed the sale, we’re done. And so we latch on to stories of six-figure product launches and multi-million dollar capital raises—often making…
Read MoreHow All Marketing Should Be
This is the story of two homes that are for sale. “Elegantly renovated, exclusive address. This gracious residence set amid professionally landscaped gardens (approx 600sqm), close to schools and parks, offers formal sitting room, expansive living dining, flowing onto the verandah……” You get the idea. Contrast that with this one. “This has been our home…
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