Marketing
920 posts
That Certain Something
A new local grocery store around the corner from us finally opened its doors last weekend. For weeks we’ve been pressing our noses to the window as the new tenants swept the floor and stocked the shelves ready for the big day. The previous grocer stocked only organic produce, operated a juice bar an
The Value Conundrum
When I was growing up, my mother tried selling various products from home to earn extra money to support our family. I remember cookware and cosmetics being demonstrated to small groups of her friends over cups of tea and homemade sponge cake in the living room. From day-to-day, Mum used the same ol
To Whom It May Concern
When an aspiring author is pitching her work to a publisher or agent, she needs to address the agent directly. In her query letter, it’s not enough to be aware of her book’s strengths—she must also know who it’s for and why this particular agent will care enough to read the first few chapters. It…
Your Goal Is To Matter To The People You Serve
I once worked with a startup in the financial services industry. The foyer of their office building was all polished floorboards, high white walls and minimal seating. Inspirational magazines were strategically arranged on low tables, next to the espresso machine. The walls were completely bare apar
Helpful Conversations
Over the past few weeks, my inbox has filled with emails from organisations I’d forgotten I’d ever had contact with. I must have signed up to an email list or bought something from them many years ago, but it’s so far back, I can’t remember why. We’re all still trying to work out how to…
Say It Like You Mean It
Empathy is an essential skill for anyone who wants to make a living by serving others. A big part of our job is to show those people that we see, hear and can help them. But there’s a fine line between fake intimacy and genuine sincerity in a sales conversation. We’ve all been subjected to…
The Best Stories Are Lived
It’s Sunday afternoon, and I’m visiting the smallest branch of my favourite chocolate shop. It’s a fourth-generation, family-owned and operated business, and it shows. The enthusiasm of the assistants is palpable. ‘I’ve never worked for a company like this,’ the woman behind the counter says. ‘I’ve
Simple Questions To Ask When Your Marketing Isn’t Working
My marketing isn’t working. This sweeping declaration leads us to draw (sometimes incorrect), conclusions that influence our future marketing plans and business strategy. We can’t fix our marketing when we don’t know why it’s broken. But where do we start? Here are seven questions to ask when your m
Why Should They Care?
The ‘For Lease’ sign attached to the first-floor window of the shopfront is one of half a dozen along Gertrude Street. And the sales copy on each of them does nothing to differentiate one premises from the other. The signs give us dimensions, details about the facilities and ‘good natural light’. Th
Mass Awareness Vs. Minority Affinity
The ‘golden arches’ glow at me in the distance as I set out for the gym before sunrise. It’s impossible to miss the 24-hour McDonald’s at the junction no matter which direction you travel. The ‘golden arches’ don’t distinguish the right potential customer from the wrong one. And that’s the point. Mc
The Metrics Of Belonging
The things we measure most are the most tangible—sales, clicks, votes, bums on seats. They can be seen and touched, counted and compared. The metrics of belonging are felt and harder to quantify. But it is those intangibles—often only evidenced or experienced over time, that are the backbone of stro
Reclaiming Old Marketing
It turns out that the tools and the tactics of new marketing aren’t a shortcut. The tried, trusted and true methods of old marketing help us to maintain our integrity and get to where we want to go.
Consistent, Persistent And Patient
The slim woman dressed in activewear, in line at the cafe next to the gym, orders a black coffee. As she’s handing over her card when the barista asks her the question he’s asked every single customer who ordered a takeaway coffee that morning. ‘Would you like a glazed doughnut for just $2 to go…
Perfect Timing
An ideal audience isn’t just one that’s available—it’s one that’s receptive. When we say something is just as important as how we say it.
Looking For Someone
Imagine how much better your story and your work would be if you weren’t aiming to convince everyone.
Nurturing Growth
When we begin to think in terms of nurturing (protecting something while it grows), we are compelled to be more intentional about how we grow—and focusing on how makes all the difference.
Showing Value
We can all benefit from learning to demonstrate, not just explain the value we create. Marketing and sales are about showing and telling.
On Finding The Right Customers
Building a sustainable and fulfilling business isn’t just about finding enough customers—it’s about finding enough of the right customers. Company-customer fit is unerrtated.
Only Human
We need to constantly remind ourselves that we are neither all head or all heart and act accordingly.
Believed In
The one thing all successful ideas have in common is that they spread. But why?
