Posts Tagged ‘worldview’
The Difference Between Strategy And Tactics And Why You Need To Know
Imagine your business mission and vision as a mountain in the distance. Your strategy is the route map—the path you choose that’s going to take you to that mountain. Tactics are the steps you take on the journey to advance your way along that chosen path towards the mountain—thus realising your vision. MISSION AND VISION—Where…
Read MoreWhat Marketing Is Not: 5 Common Misconceptions
When we think and talk about, teach and practice marketing we are often working on the assumption that marketing is one or all of the following: 1. How we make people want things. 2. Tactics, communications or activities designed to get people do what we want them to do. 3. The way we sell something.…
Read MoreThe Marketing Disconnect
Potential customers have unlimited choices and are in no rush to make a decision. You on the other hand, need customers to choose your product or service, and to do it in the quickest time frame possible. It would be easy to believe that because you need more people to choose your product today, you…
Read MoreSocial Media: Just Because You Can, Does It Mean You Should?
To anyone who has ever paid for advertising social media seems like a marketers dream. As entrepreneurs and business leaders who want to attract more customers, it’s tempting to buy into the hype that social media is the answer to our lead generation problems. Now that we can access an audience in digital captivity, why…
Read MoreThe First Rule For Making A Better Product
Do you remember a time when you went to dinner at that restaurant everyone was talking about? You probably booked the table days, if not weeks in advance and told friends how excited you were about going. When you arrived the staff were polite, you got a good table and the meal was well cooked.…
Read MoreThe Reasons People Buy From You
“People tell us who they are, but we ignore it because we want them to be who we want them to be.” —Donald Draper, ‘The Summer Man,’ Mad Men, season 4 Our customer’s motivations have two things in common—they are surprisingly few and they are also universal. What’s driving your customer to buy your product…
Read MoreNo Big Pitch Required
It was nudging 6pm and Kelly was the last customer at the salon on a cold and dark winter evening. As she pulled out her credit card at the point of sale she noticed a discreet, but pretty display of ‘non toxic’ lipsticks and commented on the gorgeous colours. The therapist showed her the colour…
Read MoreIs Brand Storytelling Dead?
When Shaun sent through a link to an article declaring ‘storytelling dead’ and asked me to comment, I wasn’t at all surprised to read what followed. The piece suggested that because attention spans are shrinking your customers don’t have time to pay attention to your story. Here’s a snippet of the rationale that followed: “…it’s…
Read MoreThe Ideal Customer
The ideal customer Doesn’t worry about what the product costs. Tells her friends about your service. Gives you her undivided attention. Would never consider switching. Always listens when you talk. Doesn’t question the facts. Has an abundance of time. Believes your story. Shares your values. Never complains. Is rational. Responds. You’re never marketing to the…
Read MoreWhat’s Your Customer’s Worldview?
It was 10 am and the queue at the cafe serving coffee that’s less than 48 hours out of the roaster was ridiculously long. The line moved impossibly slowly, and yet not a single person left it to go to one of the many cafes that could serve them a forgettable drink in moments. Leaving…
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