Posts Tagged ‘success’
The Power Of Promises
“You’ll have it by Friday.” “I’ll call you tomorrow.” “We’ll be there by 3pm.” How many times have promises like these been made to you in the past few weeks, only to be casually broken and replaced by a fresh set soon after? Doing what you say you’ll do is the fastest route to building…
Read MoreGrow Your Business By Watching What People Do
I once walked the length for Bourke Street behind a young man in a hurry heading towards Southern Cross Station. His backpack was slung over one shoulder and a designer shopping bag in the other hand bumped his knee as he walked revealing the Christian Louboutin logo. When we both stopped at the lights I…
Read MoreWhat Do Your Customers Really Want?
There’s an Italian Cafe in our neighbourhood serving good coffee and speciality cakes. It’s jam-packed every single evening—not because people are hungry for cake, but because they are hungry for the feeling of being connected. They seek out the place that makes them feel that way. Howard Schultz recognised the power of people’s aspirations thirty…
Read MoreThe Importance Of Customer Cues
Ira’s cafe is tucked away at the bottom of a narrow city centre laneway. Without regulars who live close by Ira’s place is dependent on converting tourists and weekend shoppers into diners. Every neighbouring cafe stations a host in the small doorway waiting for passers-by to make a decision. Ira takes up his post in…
Read MoreMost Brand Stories
Most brand stories… Start with what the marketer needs to say, not with what the customer wants to hear. Describe product features and benefits, instead of customer problems and desired outcomes. Prioritise conversion above emotional connection. Seek to build brand awareness rather than create brand affinity. Invite customers to pay attention while companies ignore opportunities…
Read MoreThe Sustainable Marketing Strategy
The fast food restaurant’s latest advertising campaign announces the return of it’s famous $1 chips. Of course, the lure of the bargain will bring back people who have forgotten that this brand exists. Foot traffic will increase and revenue along with it—for a little while. The local organic store puts out platters of delicious free…
Read MoreThe Power Of Relevance
I recently got an email about an online service I’d once signed up for. The email detailed new product features. There was also a call to action. “It’s been 3.2 Years since you updated your profile.” This was the first time I’d heard from the company in over three years. I’d never once engaged with…
Read MoreWhen Rational Sales Strategies Don’t Work
A couple of years ago Mrs Jones spent $12,000 to install a hydronic heating system. She hasn’t had the boiler serviced since. She politely refuses when the guy from the service department calls her to arrange an annual service for just $164. He pushes back a little, explaining about voiding the warranty, energy efficiency, safety,…
Read MoreBeing Found Vs. Standing Apart
Jim is a painter and decorator. He’s been in business for twenty-five years, long enough to see the world of marketing turned upside down. Fifteen years ago Jim took out a three line advert in the local newspaper every week. He finally cancelled that three years ago when it was yielding two calls a month…
Read MoreThe Essence Of Meaningful Ideas
Victoria Parade is the road that separates north Melbourne’s suburbs from the city. It’s a busy spot. The road is dotted at intervals with pedestrian crossings and used by cars, commuters and pedestrians alike. But the widest pedestrian path across the dual carriageway isn’t a planned pavement. It’s one that’s been created by the desire…
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