Posts Tagged ‘story’
Effective Change
Even though nine of her children emigrated to England in the 1960s to find work, my grandmother never travelled outside Ireland. She refused to taste cucumber, even though my English aunt insisted on making cucumber sandwiches whenever she came to visit. Even after her doctor told her cigarettes were bad for her angina. Granny still…
Read MoreBetter Marketers Show And Tell
Every day, we sell ourselves in adjectives that sell us short. Leader, expert, communicator, specialist, efficient, experienced, better, faster, cheaper. We’ve forsaken the effort of showing, for the convenience of telling. There is a better way. Don’t just tell us about the features and benefits of your product. Show us how that product changed the…
Read MoreDo’s AND Don’t Do’s
It’s worth remembering that it isn’t only what we do that people notice— sometimes it’s what we don’t do that determines our results.
Read MoreEarning A Competitive Advantage
Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next company.
Read MoreBetter Customers
When we know who we’re building for and what they care about, we get better.
Read MoreOn Being Valued
If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.
Read MoreMessage Before Medium
Since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.
Read MoreBetter Than Maybe
As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.
Read MoreMemorable Marketing
Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.
Read MoreHow Obstacles Create Value
The better we understand the obstacle, the better we get at solving the problem. And the better we can describe the obstacle, the better we become at selling the solution.
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