Posts Tagged ‘truth’
The Marketing Paradox
The goal of most marketing is to get people through the door, bums on seats and products sold. Because much of our marketing effort is front-loaded it’s easy to believe that once we’ve closed the sale, we’re done. And so we latch on to stories of six-figure product launches and multi-million dollar capital raises—often making…
Read MoreHow All Marketing Should Be
This is the story of two homes that are for sale. “Elegantly renovated, exclusive address. This gracious residence set amid professionally landscaped gardens (approx 600sqm), close to schools and parks, offers formal sitting room, expansive living dining, flowing onto the verandah……” You get the idea. Contrast that with this one. “This has been our home…
Read MoreWhat’s The Endgame?
As anyone who has ever played chess will tell a beginner, every move must have a purpose. You don’t move a piece unless you have a reason for doing so, or before you understand what the next move is likely to be, and the one after that (depending on how your opponent responds). One single…
Read MoreThe Marketing Disconnect
Potential customers have unlimited choices and are in no rush to make a decision. You on the other hand, need customers to choose your product or service, and to do it in the quickest time frame possible. It would be easy to believe that because you need more people to choose your product today, you…
Read MoreFive Brand Storytelling Lessons From Jamie Oliver
Who could forget how Jamie Oliver burst onto our screens in the UK almost twenty years ago? While most celebrity chefs of the day adopted the posture of the hero, showing us how to follow their rules to the letter, Jamie made aspirational cooks around the world the hero of the story by making cooking…
Read MoreIs Brand Storytelling Dead?
When Shaun sent through a link to an article declaring ‘storytelling dead’ and asked me to comment, I wasn’t at all surprised to read what followed. The piece suggested that because attention spans are shrinking your customers don’t have time to pay attention to your story. Here’s a snippet of the rationale that followed: “…it’s…
Read MoreThe Ideal Customer
The ideal customer Doesn’t worry about what the product costs. Tells her friends about your service. Gives you her undivided attention. Would never consider switching. Always listens when you talk. Doesn’t question the facts. Has an abundance of time. Believes your story. Shares your values. Never complains. Is rational. Responds. You’re never marketing to the…
Read MoreWhat’s Your Customer’s Worldview?
It was 10 am and the queue at the cafe serving coffee that’s less than 48 hours out of the roaster was ridiculously long. The line moved impossibly slowly, and yet not a single person left it to go to one of the many cafes that could serve them a forgettable drink in moments. Leaving…
Read MoreAmplify The Good
As soon as she handed the keycard for the upgraded room to the formerly disgruntled (now beaming) guest, the receptionist smiled and handed her a second card. Her eyes held those of the woman who had been complaining loudly only five minutes before. “Would you please consider giving us a review on Trip Advisor, the…
Read MoreReasons 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…
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