Posts Tagged ‘relevance’
Success Is How Your Customers Feel
You’ve just had a great launch. You made your monthly sales targets. Your stock sold out in one day. There are a hundred and one reasons to celebrate, and one thing to remember. Success is not just a data point that you hit on the sales chart, or a dollar figure that makes your accountant…
Read MoreRedefining What It Means To ‘Go Viral’
Your idea is not a virus and here’s why. A virus doesn’t care who it infects. Everyone is a target. A virus’s only reason to be a virus is to survive. You actually care about the people who use your products, read your book, or sign up for your service. You are not in the…
Read MoreWhy Attention Is No Longer Our Scarcest Resource
If you want to capture someone’s attention you’ve got about ten seconds to convince them that you are the one. Attention spans are shrinking. People have so many demands, diversions and distractions right there in their pockets every minute of every day that it’s getting harder and harder to hold them. This is the reason…
Read MoreValue Is A Story We Want To Believe
If you’ve ever doubted that we are, as Jill Bolte Taylor says, “feeling creatures who think” just stop in the salt section of your local supermarket. Salt is as close to free as any product can get. You can buy a kilo for a dollar, or a Pink Himalayan variety for sixty times that price.…
Read MoreIs Getting More Blog Traffic Really Your Goal?
As traditional marketing (read advertising) becomes less and less effective businesses are turning to content marketing. The metric of many content marketers, as it was of advertisers is still more. How can I get more traffic to my blog? How can we turn our unique visitors into pageviews? How can we get more Facebook likes,…
Read More6 Strategies That Work Better Than Trying To Predict The Future
1. Focus on doing the best work you can do today. 2. Learn how to see the truth and the opportunity in what’s right here, right now. 3. Listen to what’s going on around you instead of to the voice in your head. 4. Be grateful for who and what you have in your life…
Read MoreHope Is Not A Marketing Strategy
There’s a tiny market in Potts Point every Sunday. Each week the stallholders show up and hope. They hope that someone who might be their customer will show up too. The stallholders sell things that a passer-by might want, usually things that they could get somewhere else if they weren’t going to buy it on…
Read MoreThe Question Your Competitors Forgot To Ask
The foundation of many businesses is a simple what. What do we serve and sell, for how much, at what profit margin? Getting stuck in ‘the what’ puts you squarely in the commodities business. If the value you create is purely tangible then you’re not giving people a reason to care about your brand, or…
Read MoreThe Real Reason The Microsoft Store Is Empty
Clues about what matters to people and how their emotions drive their choices are all around us and there’s no better time to see evidence of this in action than during the festive season. Slate recently posted two images that tell two very different brand stories. Both photos were taken on what should have been…
Read MoreDitch The Business Plan And Write A Letter To Your Future Customer
This might sound like a pointless and obvious exercise that’s easy to do…..so why would anyone bother? I guarantee you, that if more of the forgettable businesses you’ve visited and never been back to, had written this letter (or their own version of it), they’d be one step closer to remarkable. Time to ditch the…
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