Posts Tagged ‘sales’
The Right Customer
A lot has changed in the six months since I last walked through the Melbourne suburb of Albert Park. New cafes have opened. Others have closed their doors. Some established cafes have queues of people waiting for tables, while several, just a few hundred metres down the street, are empty. There’s no doubt that the…
Read MoreThe Power Of Because
Over several decades our traditional, mass marketing culture taught us that marketing and sales were about finding the angle. Marketing became about getting creative with the truth and being a master of spin. It doesn’t have to be this way. We can choose to do the kind of marketing we’re proud of. What if instead…
Read MoreThe Feeling Customer
One of the mistakes we make when we’re building a business and communicating our value is to only create for the thinking customer and his rational mind. Messages that resonate deeply connect with people’s feelings. Beloved brands and successful businesses appeal to their customers’ hearts, not just their heads. Wants and needs. Dreams and requirements.…
Read MoreThe Big Bang Is Overrated
When we imagine our ideal product launch we picture attention, applause and armies of customers beating a path to our door. Successful companies hardly ever launch with a big bang. Most hits begin with the slow and steady iteration of a product or service that’s improved by getting it in front of, and in the…
Read MoreHearts Before Minds
People are creatures of habit. You only have to look at the rituals in your day-to-day to see how patterns permeate life. Think about the things you do on rinse and repeat. The brands you always buy. The supermarket aisles you choose to walk down. The ones you avoid. We have come to believe the…
Read MoreA Matter Of Marketing
We live in an age when it’s easier than ever to get your message in front of people. Many businesses have a strategy for getting their message seen and heard—far fewer have a plan for being believed and understood. It’s one thing to get in front of people, and another for them to choose to…
Read MoreWhat Do You Want To Be Known For?
The food cart outside the gallery was in the perfect spot to attract the attention of hungry tourists. Judging by the two choices listed on the menu that’s exactly what the owner was thinking too. Now serving Custard Tarts Kale Soup Differentiation starts with the choice to do one thing well. Hedging your bets feels…
Read MoreReach Is Overrated
Kate Reid wasn’t expecting people to drive across town to wait in long lines when she first started rolling croissants in her tiny Elwood bakery. She wasn’t making pastries for everyone—just for the kind of people who believed and valued what she believes. Everything could have changed when she moved to her-state-of-the-art bakery in Fitzroy.…
Read MoreReadiness Is Underrated
Even though traditional advertising is becoming less effective, it can still teach us about timing. The best marketing messages remind the right people about something they already want to do at the right time. So the millinery advert in the fashion magazine reminds women that it’s spring racing season in November. In December we’ll see…
Read MoreThe Story Of Successful Ideas
Every product or service that becomes the backbone of a thriving business succeeds because it enables someone to do something they want to do, but can’t do. Before Keep Cup, millions more disposable coffee cups ended up in landfill. Before Stripe, it was more difficult for people and businesses to receive payments over the internet.…
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