Posts Tagged ‘worldview’
From Awareness To Loyalty
The purpose of your brand story and of every piece of marketing material is to move a prospective customer from awareness to loyalty. When we imagine the customer decision journey as a timeline it’s clear that we need to treat customers differently according to where they are on that journey. THE CUSTOMER DECISION JOURNEY 1.…
Read MoreThe Power Of Promises
“You’ll have it by Friday.” “I’ll call you tomorrow.” “We’ll be there by 3pm.” How many times have promises like these been made to you in the past few weeks, only to be casually broken and replaced by a fresh set soon after? Doing what you say you’ll do is the fastest route to building…
Read MoreGrow Your Business By Watching What People Do
I once walked the length for Bourke Street behind a young man in a hurry heading towards Southern Cross Station. His backpack was slung over one shoulder and a designer shopping bag in the other hand bumped his knee as he walked revealing the Christian Louboutin logo. When we both stopped at the lights I…
Read MoreThe Importance Of A Responsive Business Mindset
The beauty salon owner has a limited number of available appointments. Every day she encounters the same problem—zero availability and several last minute cancellations or no-shows. This situation is frustrating and it’s losing her money. She thinks she might solve the problem by implementing a cancellation fee, charging clients who cancel within 24 hours of…
Read MoreThe Sustainable Marketing Strategy
The fast food restaurant’s latest advertising campaign announces the return of it’s famous $1 chips. Of course, the lure of the bargain will bring back people who have forgotten that this brand exists. Foot traffic will increase and revenue along with it—for a little while. The local organic store puts out platters of delicious free…
Read MoreThe Power Of Relevance
I recently got an email about an online service I’d once signed up for. The email detailed new product features. There was also a call to action. “It’s been 3.2 Years since you updated your profile.” This was the first time I’d heard from the company in over three years. I’d never once engaged with…
Read MoreTry And Test
If you are anything like many of the entrepreneurs I know and work with you have a bank of ideas waiting to be executed (or discarded). Most of these ideas (good and bad alike) never see the light of day because they are locked up in a notebook, or an app and they haven’t been…
Read MoreWhen Rational Sales Strategies Don’t Work
A couple of years ago Mrs Jones spent $12,000 to install a hydronic heating system. She hasn’t had the boiler serviced since. She politely refuses when the guy from the service department calls her to arrange an annual service for just $164. He pushes back a little, explaining about voiding the warranty, energy efficiency, safety,…
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…
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