Posts Tagged ‘success’
Reasons To Choose
Reasons are at the heart of all marketing. Our marketing aims to give people reasons to choose—an explanation or a nudge about why they should buy. The biggest mistake we make is failing to match our reasons with the potential customer’s motivations. Your most important job as a marketer isn’t to tell people why they…
Read MoreBetting On Maybe
There are many reasons why Melbourne has been crowned World’s Most Liveable City four years running—great coffee is just one. It’s impossible to walk a hundred metres in any direction without stumbling on a place to grab a ‘good enough’ macchiato, so there’s a lot of competition in the coffee business and no shortage of…
Read MoreTwo Ways To Market
Which marketing is more effective? “Let me tell you about our best ever chocolate cake. All of the ingredients are sourced locally. The butter is hand churned from the milk of Brown Swiss cows and the eggs were freshly laid this morning. We use fair trade organic cacao and the finest quality Belgian dark chocolate.…
Read MoreQuestioning The Questions—The Truth About Your Data
You’ve probably been on one of those calls to a service provider where having pressed, one, then two, then one again and being on hold for fifteen minutes you finally get to speak to a human being. Sadly, the undervalued team member at the call centre is charged with doing his best to troubleshoot his…
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…
Read MoreThe Win Loss Mindset
Trade shows are interesting. You pay for the opportunity to set out your stall and market your wares to a generic, gender or interest demographic. It’s a game of hope and pitch, with a lot of waiting and rejection in between. For every person who buys something another ten walk past—unmoved and uncaring. Clearly not…
Read MoreWhere Big Ideas Begin
Big ideas never start with a big idea—they start with a small problem, impacting a lot of people, that no one has worked out how (or cared enough) to solve. Slack, Powerwall, Instacart, iTunes, GoPro, Simple and on and on, fall into this category. You have to name the problem before you can begin to…
Read MoreThe Characteristics Of Beloved Brands
Earlier this week Bob Lefsetz wrote the following line in a post about Elon Musk; “We know greatness when we see it, we clamor for it. We want to get closer to it.” We also want to emulate it—to understand the qualities and characteristics that elevate certain leaders, businesses and brands above the rest. Analyse…
Read MoreMarketing Is How It Feels
In a recent article I read that “….aside from a few television spots and billboards here and there, Apple pretty much ignores marketing and advertising.” This is simply not true. EVERYTHING Apple does, from the massive investment in package design that creates scissorless, video-worthy unboxing experiences, to product names, Genius training, years spent obsessing over…
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