Posts Tagged ‘spreading ideas’
10 Questions To Ask Before You Do Any Marketing
It’s fun to think about getting our products and services in the hands of the people we want to serve. In our rush to increase brand awareness we often overestimate the importance and impact of short-term, tactical marketing decisions. It’s possible to put things in perspective by answering some questions about your objectives before you…
Read MoreThe Real Role Of Storytelling In Marketing
When we think about using storytelling as a marketing tactic we often get confused about the purpose of the story. Most marketing tries to tell the story of the product. We invite prospective customers to pay attention to our widget by describing what it does or why it’s better and think we’re telling a story.…
Read MoreLessons From The Best In B2B Brand Storytelling
It’s easy to think of great examples of B2C (business-to-consumer) brand storytelling. The list of B2C companies that leverage storytelling to engage with their customers’ grows daily. The perception in many B2B (business-to-business) companies is that it’s easier to engage with customers through story when you’re selling running shoes with a dose of ‘Just Do…
Read MoreWhy Are Your Customers Here?
The city centre bookstore manager complains to her colleague on the phone about people wandering in on their lunch break to browse because they have nothing else to do. “They’re not coming in for anything in particular.” she sighs. She’s right, for two hours every day hundreds of office workers with nothing else to do…
Read MoreTalk When Your Customers Are Listening
The Content Marketing Institute recently reported that Fortune 500 brands were missing an opportunity to increase engagement with Instagram followers because of the timing of their posts. It stands to reason that we have a better chance of being heard by our customers at times when they are listening—not when it’s most convenient for us…
Read MoreTrue Advantages
If I asked you to list the advantages any global brand has over its competitors you’d likely think of things like access to capital, distribution networks, and other resources that the average business doesn’t have. But these brands are the outliers. When it comes down to it, most businesses have access to similar resources, raw…
Read MoreResponsive Marketing
There are two approaches to selling memberships at the local gym. The first is to show the prospective member the facilities—highlighting the abundance of equipment and classes, and then to offer a ‘limited time only’ joining discount. The second is to spend time listening to the reasons why he wants to join in the first…
Read MoreEverything To Everyone
While I was consulting with a client last week we got talking about people who had built powerful personal brands and the reasons for their success. When we stopped at one in particular, her reaction was immediate. “I don’t like him.” she said, as her nose wrinkled. Of course, she has never met this person,…
Read MoreThe First Rule Of Increasing Brand Awareness
Sustainable growth is the goal of every business and conventional wisdom tells us that in order to grow we need to command more attention. Ironically, when we begin thinking about how to increase brand awareness we often shift our gaze internally. We work on differentiating from our competitors. We articulate whatever we believe our edge…
Read MoreWhy Startups Fail
Take a look at this list of reasons startup founders give for failing. These are just some of them. The cost of customer acquisition, ahead of its time, wrong positioning, not enough income, no problem solution fit, wrong target market, low customer adoption, too early, not enough demand, no real audience and too much ego.…
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