Posts Tagged ‘value’
The Best Opportunity
One of the best things about our family’s move to Melbourne two years ago has been the rediscovery of local shopping strips. In beautiful Perth, where we lived for ten years, our grocery shopping involved a car trip to one of the dominant, big chain supermarkets. In Melbourne, we live a two-minute stroll from a…
Read MoreWhen Does Your Marketing Start?
The conventional definition of marketing describes it as the activities we do to promote sales of products or services. If we accept this definition, then the bulk of our marketing is done once we’re ready to sell our product. Tactics like list building, data collection, content creation, social media outreach, networking events and leaflet drops…
Read MoreWhat You Want To Say Vs. What People Need To Hear
Every one of us has a story to tell—something we want someone to hear. So we begin crafting our messages by prioritising our need to be heard. The irony is the best way to make an idea resonate is not to start with all the things you need to get off your chest, but instead…
Read MoreHow Are Your Customers Convinced?
Real estate agents get more new listings from the refferrals made by satisfied sellers, than they do from letterbox dropping flyers. Hotel rooms are increasingly booked on the strength of previous guest reviews on Trip Advisor, not because of the room sizes and facilities published on their website. New gym members are often persuaded to…
Read MoreThe Business Of Trust
Trust enables every human exchange. Our society can’t function without it. The belief we have in each other’s promises is so great that it even transcends our immediate circle in the physical world. We order books, book hotel rooms and ride in cars with strangers on the word of others who have recommended them. Trust…
Read MoreThe Unchanging Nature Of Business
It’s a cool November day in 2014, and a young couple pause on a suburban street to snap a selfie with an iPhone 5C. 90 years earlier in a garden in Warwickshire, England (circa 1925), Arnold and Helen Hogg attach a Box Brownie camera to a long stick and take their selfie. When we think…
Read MoreWhy Do Your Customers Buy?
How thirsty is the college student who pays almost $5 for a Caramel Macchiato at Starbucks? Did the fitness instructor really need to upgrade his iPhone 6 to a 7? Can the mother who religiously gives her kids vitamins each morning prove that they work? When the CEO hires a contract lawyer is she paying…
Read MoreWhat’s Missing?
The patisserie opened with great fanfare and then fell flat. The brand had an international reputation, was selling a half decent product in a good location and yet customers didn’t feel like they had a reason to come back. They couldn’t put their finger on it, but the cafe just had no soul. It’s easy…
Read MoreHow To Communicate Value Beyond Describing Features And Benefits
In an attempt to gain the trust of prospective customers we often resort to simply telling them about our product’s features and benefits. While describing value might seem like the easiest way to communicate it, the simplest strategy isn’t always the most compelling one. When value is demonstrated rather than described it immediately becomes more…
Read MoreThe Power Of Story To Find Value
As business leaders, entrepreneurs and marketers we’re used to leveraging the power of story to describe value. We mostly use stories as a tool for telling. Because we believe the way to succeed is to be more vocal and visible, we create campaigns, sales letters, videos and press releases. We craft headlines, posts and tweets…
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