Posts Tagged ‘sales’
Who 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 MoreThe Best Brand Stories
The best brand stories…. Are experienced and felt. Create affinity, not simply awareness. Are perceived in micro-moments that are remembered, long after what’s pitched is forgotten. Give people ways to belong, not just reasons to choose. Are less about what the brand says and more about how the customer wants to feel. In a digital…
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…
Read MoreWhat’s The Endgame?
As anyone who has ever played chess will tell a beginner, every move must have a purpose. You don’t move a piece unless you have a reason for doing so, or before you understand what the next move is likely to be, and the one after that (depending on how your opponent responds). One single…
Read MoreThe Marketing Disconnect
Potential customers have unlimited choices and are in no rush to make a decision. You on the other hand, need customers to choose your product or service, and to do it in the quickest time frame possible. It would be easy to believe that because you need more people to choose your product today, you…
Read MoreThe Reasons People Buy From You
“People tell us who they are, but we ignore it because we want them to be who we want them to be.” —Donald Draper, ‘The Summer Man,’ Mad Men, season 4 Our customer’s motivations have two things in common—they are surprisingly few and they are also universal. What’s driving your customer to buy your product…
Read MoreNo Big Pitch Required
It was nudging 6pm and Kelly was the last customer at the salon on a cold and dark winter evening. As she pulled out her credit card at the point of sale she noticed a discreet, but pretty display of ‘non toxic’ lipsticks and commented on the gorgeous colours. The therapist showed her the colour…
Read MoreThe Ideal Customer
The ideal customer Doesn’t worry about what the product costs. Tells her friends about your service. Gives you her undivided attention. Would never consider switching. Always listens when you talk. Doesn’t question the facts. Has an abundance of time. Believes your story. Shares your values. Never complains. Is rational. Responds. You’re never marketing to the…
Read MoreThe Secrets To Consistent Marketing
Consistent marketing… Demonstrates a clear understanding about who the product (and thus the marketing) is for. Focuses on the change being created for the customer rather than on what is being sold. Aligns with and reinforces the company’s purpose beyond a single bottom line. Communicates love for and to the customer. Doesn’t feel like marketing.…
Read MoreYour Best Offer Advantage
While working on my next book I was considering commissioning some independent research. Following a Skype conversation with a representative from a global research firm, where the investment seemed way outside my budget I received “some great news for in the form of a quote!” The consultant had spoken to a colleague and had called…
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