Posts Tagged ‘success’
How You Market Is Who You Become
“EXPOSE YOUR BUSINESS TO 40,000 CARS A DAY.” Read the big sign at a busy junction that would exposure your business to 40,000 cars a day. The way you tell your story asks people to believe something about who you are and what you stand for. It sends us (and you), a signal about what…
Read MoreThe Value Of Giving To Give
A supermarket loyalty card helps the company more than it does the shopper. We all know that it’s less a way of rewarding customer loyalty and more a way of collecting useful data. Much of the ‘giving’ we do in business is because some kind of return is expected down the track. This drawing that…
Read MoreToo Cheap To Be Good
When a friend was shopping around for a logo designer she got several recommendations and then asked for quotes. The range was extraordinary, but no more extraordinary than her reaction. The companies that quoted below what she felt was reasonable were immediately discounted and they lost her business. They were just too cheap to be…
Read MoreThe Story Creates The Customer
Have you ever noticed what happens at the organic cafe? As the customer places an order he asks what’s in it. This happens almost every single time. The experience, our posture and products—the story, create the customer. When we encourage people to believe something matters, we attract the kind of people who care about that…
Read MoreHow To Tell The Story Of Your Products
Why is real estate copywriting so terrible? Maybe it’s not that bad in your town or city, but wherever I have lived the copy seems to serve one purpose—to fill the space between the images and the floor plan in the brochure. Here are a couple of examples of copy written to sell million dollar…
Read MoreThe Importance Of The First Stroke
The coach leaned forward on her handle bars and across the bike path at the side of the lake. The four girls in the boat who had been training since sun up hung on her every word. “I want you to focus on the first stroke, nothing else. Just keep thinking I am going to…
Read MoreYour Brand Story Is More Than What You Say
It’s a chilly autumn morning and the waitress in the cafe down the street is folding blankets to put over the chairs outside just in case customers are feeling the cold. The local doctor who is half way through her busy surgery, comes out to the waiting room and invites Adam into her consulting room…
Read MoreWhy You Need To Abandon The ‘Everyone’ Mindset
I recently got an email that began…. ‘Hi everyone,’ I didn’t make it past the second word and your customers won’t either. We are too busy, distracted, tired, wary, focused, selfish, savvy or [fill in your blank here], to care about something that’s for everyone. The only messages that get through are the ones that…
Read MoreBefore And After
Before any business is done you and your potential customer each have a story playing in your head. There is the worldview you each have before the transaction takes place and the outcome you hope will eventuate afterwards. The outcome that you want and the one that the customer is hoping for may be two…
Read MoreWhere Marketing Starts And The Marketing Ladder
For many business owners marketing begins with tactics. Someone suggests that printing flyers or making a ‘viral’ video to get the word out is a good idea. Even if the tactic works this time round it doesn’t mean you’ve got a sustainable strategy for connecting with your audience or building your brand. Think of marketing…
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