Posts Tagged ‘worldview’
Common Ground
One blustery Saturday morning last month our entire neighbourhood woke to a marketing blitz. Every single home in every street had been targeted. The instructions to the leaflet dropper had been clear. Don’t post the flyer in the letterbox (where people won’t be looking for mail at the weekend). Place each one on the doorstep…
Read MoreThe First Step To Overcoming Any Business Challenge
Six months ago Melissa invested her life savings in establishing an online store. Sales are not going as well as she’d hoped. When Melissa isn’t making or photographing products and uploading them to her store, she’s worrying about generating more sales. The time she spends worrying and reacting to her anxiety in the moment doesn’t…
Read MoreResponsive Marketing
There are two approaches to selling memberships at the local gym. The first is to show the prospective member the facilities—highlighting the abundance of equipment and classes, and then to offer a ‘limited time only’ joining discount. The second is to spend time listening to the reasons why he wants to join in the first…
Read MoreEverything To Everyone
While I was consulting with a client last week we got talking about people who had built powerful personal brands and the reasons for their success. When we stopped at one in particular, her reaction was immediate. “I don’t like him.” she said, as her nose wrinkled. Of course, she has never met this person,…
Read MoreThe First Rule Of Increasing Brand Awareness
Sustainable growth is the goal of every business and conventional wisdom tells us that in order to grow we need to command more attention. Ironically, when we begin thinking about how to increase brand awareness we often shift our gaze internally. We work on differentiating from our competitors. We articulate whatever we believe our edge…
Read MoreThe Simplest Way To Improve Your Sales Copy
I was at the local garden centre on Sunday. There amongst the shrubs, trellis fencing and climbing plants was a comfortable-looking, but otherwise, unremarkable garden chair with wooden arms. Unremarkable that is until you read the description on the flip side of the $300 price tag. “Meet the Gin & Tonic Chair. The world’s most…
Read MoreAre Your Marketing Goals Aligned With Customer Objectives?
As marketers, we often skip the important step of assessing our marketing goals against customer objectives. As a consequence, we fall in love with our message and forget to question what it is the customer needs to know or wants to hear. It’s not hard to check if this is true of your company—simply answer…
Read MoreThe Difference Between Saying You Care And Caring
I’m not sure when we became defensive about customer care became. I suspect it might have been when we began to put more distance between the customer and us. In the days when there was a cash register that rang with ‘real money’, when we sold eye-to-eye and transacted hand-to-hand, instead of digitally, we had…
Read MoreThe 12-Word Strategic Plan
Have you ever found it difficult to plan, communicate or execute on a project, idea or strategy? This 12-word framework will help you to get clear on where you’re headed and why—enabling you to lead yourself or your team and achieve your objectives. It works for projects big and small, both personal and professional. Use…
Read MoreHow We Drive Change
When we want to improve our diet we monitor what we eat and how much we exercise. When we want to change a toddler’s behaviour we look for opportunities to praise the good, instead of constantly shouting down the bad. We measure and reward the behaviour we want. In organisations, the things we measure and…
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