Posts Tagged ‘value’
A Category Of One
The sign was in the perfect spot—right next to the traffic lights at a notoriously slow moving T-junction, to maximise the number of people who would see it. The message was clear: “NEED A WEBSITE? 04040404040” What’s also clear is that the people who call are not likely to be the customers that the web…
Read MoreWhat’s Your Email Marketing Strategy?
Digital is fast and cheap. Now we can save a dollar or two on stamps that are no longer needed, plus the time and energy spent licking them and stuffing envelopes. We don’t even need to walk to the post box to mail our messages. Because it’s easy to reach anyone with an email address…
Read MoreWe Don’t Buy Things
Once upon a time and not so long ago, almonds were a fatty, to-be-avoided snack. Today they are a protein-rich superfood. Almond sales in the US have increased 220% since 2005. When, and how exactly did almonds change? Of course almonds haven’t changed at all, what has changed is what we believe about them and…
Read MoreCustomer Service Vs. Customer Empowerment
In a world of abundant choices the work of our businesses has to go beyond ‘helpful acts’ and minimum requirements. Understanding the distinction is our new advantage. Customer service vs. customer empowerment is the difference between…. Delivering what’s expected and going the extra mile. Profits first, people second. Products that work and things that change…
Read MoreWhy People Buy And Why You Need To Know
We spend a great deal of our time and energy trying to convince people to choose us—often without giving enough consideration to why they might. It turns out that there are only three reasons people buy anything and every product or service falls somewhere on this buying hierarchy. 1. Utility If you lose your…
Read MoreWhen Did Marketing Become About Telling?
In the village marketing was always about showing. Quality was demonstrated and trust was earned. As we outgrew the village and our small circles of trust and influence marketing became about telling. Loyalty was bought and exposure was paid for. But our digital connectedness is taking us back. Back to a world where people can…
Read MoreWe Don’t Need Better Marketing
When I was growing up in Dublin home baking was the norm. Most families couldn’t afford the luxury of expensive, shop bought cakes, so ironically something like a mass-produced Mr Kipling’s French Fancy was seen as a decadent treat—the kind that was rolled out on a doily when you were having a special guest or…
Read MoreThinking About Your Advantages
Every traditional car dealer sells a similar product. What can one Ford dealer do that his competitors in the next suburb can’t? There is very little he has a monopoly on. John is a car dealer who has been operating in Perth for 45 years, he periodically takes out a double page spread in the…
Read MoreHow Value Is Created
Value is created at the intersection of the customer’s worldview and your understanding of how your product meets that. If that’s hard to get your head around think about plugging a real world example into the model. Customer’s Worldview: Branded razors are expensive. The quality doesn’t reflect the price that I pay for them and…
Read MoreThe Myth Of Differentiation
If we did a blind taste test on Starbucks coffee would the result tell us that Starbucks sells the best coffee in the world? Probably not, but the facts don’t stop Starbucks succeeding. In theory differentiation is the way we create a tangible advantage. A method for giving people something to measure and a reason…
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