Posts Tagged ‘sales’
Who Will You Impact?
The bus headed back over the Golden Gate Bridge as we neared the end of our tour of Sausalito. The driver pulled over at the second last stop and turned off the ignition so that he could ‘address his guests’. Then Dwayne Johnson (the man who had the name before the celebrity who made it…
Read MoreMarketing 101
The queue outside Chinatown’s Golden Gate Bakery extends all the way down the street. More people join as customers are served, so the line never gets shorter. Sometimes people show up hoping to buy the famous egg custard tarts through the front door even when the bakery is closed. Locals know to come early and…
Read MoreStorytellers Create Value
Melbourne’s newest bean to bar chocolate maker’s glass-walled factory and bright, airy cafe is stunning. Their packaging is beautiful, and their small-batch chocolate bars are delicious. The stage is set to deliver an incredible customer experience. And yet that experience promised on the roaster’s website falls flat—for want of training their staff in the art…
Read MoreDesign Your Business For The Outcome You Want
Think about a delighted customer and the ten people she will interact with today. What’s the story you want that customer to share with someone about you, your product or service? How do you want them to describe the change you enabled? What words do you want them to use? How do you want them…
Read MoreA Simple Way To Think About The Value You Create
When it comes to communicating our value, we begin by describing the features and benefits of what we make, serve or sell. That’s why we often end up with a laundry list of claims that our competitors could make. There is an alternative. Flip this thinking on its head and reflect on what would happen…
Read MoreThe Two Questions At The Heart Of Great Marketing
The kind of marketing we practice is a result of what we’re most curious to know about our customers. Many marketing campaigns are created by asking the following questions: A. What will they buy? B. How can we get them to buy? The resulting tactics become about near-term targets, buying more attention and competing on…
Read MoreMarketing Backwards
I recently witnessed a young friend agonise for two months about which new smartphone to buy. A thousand dollars was a big investment for her. She had to weigh it up carefully. She trawled through every online review site for weeks. But the internal dialogue went on for much longer. We often believe the customer…
Read MoreHow Are You Putting The Customer At The Centre?
At every strategy meeting, in every company boardroom and entrepreneurial hub around the globe, you will hear some version of the requirement to ‘put the customer at the centre’ in everything we do. These words are easy to preach from on high and harder (but not impossible), to implement at a grassroots level. The key…
Read MoreThe False Promise Of Shortcuts
The promise of a shortcut is the most powerful marketing tool you can wield. That’s why we see it used so often and effectively. Diet shakes have done little to make a dent in the obesity crisis, and yet they are part of a thriving multi-billion dollar industry. We all know what works is regular…
Read MoreUnlikely
When you’re shopping at Uniqlo, it’s unlikely a sales assistant will ignore you. When you’re a visitor lost in Melbourne, it’s unlikely someone won’t stop to give you directions and a friendly smile. When you take a sip of Tea & Glory tea, it’s unlikely you’ll confuse it with a cup of Tetley. The best…
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