Posts Tagged ‘value’
Being 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…
Read MoreThe Value Of Customer Questions
Every day our customers give us clues about what’s important to them and what they really want. Often we ignore them. Questions like the one asked of a running shoe manufacturer, which was followed up with this response: “Thank you for your email regarding shoes for a mud run. Unfortunately, we don’t stock a shoe…
Read MoreWho Is The Story For?
Jane runs an upmarket souvenir shop in the heart of the city. It’s in the perfect spot, close to the four and five-star hotels, and full of tasteful gifts—reminders of good times had, and a little something that says ‘we were thinking of you’. In a digital world, her biggest problem is finding interesting gifts…
Read MoreThe Key To A Great Product Story
As an entrepreneur or business leader, you will inevitably be asked how your product or service is different from your competitor’s. Often this question comes from someone who isn’t even a potential customer (but that’s another story). Our fallback position is to lead with features and benefits. We describe tiny, incremental improvements we’ve made in…
Read MoreThe Forgotten Purpose Of Brand Stories
Most of what we describe as marketing and brand storytelling—what we do in order to grow our businesses, is designed to help us to find more customers. What if we flipped that thinking on its head and thought about our stories as the way we help people to find us? There’s a subtle difference. When…
Read MoreAverage Marketing
Average marketing….. Starts with the business’s emergency, not with the customer’s wants and needs. Focuses on short-term tactics, rather than on long-term business goals. Is designed to persuade not to connect, inspire or delight. Invites the customer to buy, instead of to belong. Speaks to everyone and so engages with no one. Is only measured…
Read MoreWhat Are You Here To Do?
When Deborah Thomas, newly minted CEO of Ardent Leisure, was asked if she knew how to operate a roller coaster, she probably gave an inward sigh along with her considered response. “I’m not here to operate the roller coaster; I’m here to make sure that people queue up and want to spend their money to…
Read MoreThe Shortcut To More
It’s probably safe to assume that at some point in the past few months you’ve wondered how to get more traffic, customers, subscribers, Facebook likes, retweets, awareness, sales, exposure and on and on. Because the job of traditional marketing is to convince and convert, we are used to beginning our marketing journey there. What if…
Read MoreWhy We Need To Think About Value Before Ideas
The cafe was tiny and packed. “What’s your revenue plan?” guy one asked. “To get more eyeballs to my site and then bring in the advertisers.” replied guy two. “Oh right.” said guy one, as he awkwardly looked away. 8 Questions to help you to focus on creating value 1. Who needs your product? 2.…
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