Marketing
920 posts
The Story Advantage
Our goal must always be to do what it takes, not just to be seen, but to matter. We don’t have to manufacture a message to get more attention, we have to create more affinity by getting better at saying what’s true.
Storytelling Is A Skill You Can Learn
Story skills are essential for people like you who want to make their ideas matter.
The Value Of Discernment
The better we are at discerning who our right people are the more shared value we can create.
Exactly Who Do You Serve?
It’s easier to build the right business for the right people when you know who those people are.
Effective Change
Even though nine of her children emigrated to England in the 1960s to find work, my grandmother never travelled outside Ireland. She refused to taste cucumber, even though my English aunt insisted on making cucumber sandwiches whenever she came to visit. Even after her doctor told her cigarettes wer
On Persuasion
Persuasion is less about making people have a complete change of heart and more about finding common ground.
Faith Vs. Proof
We’re more likely to retain customers, get repeat sales and be recommended by simplifying the decision process.
Better Marketers Show And Tell
Every day, we sell ourselves in adjectives that sell us short. Leader, expert, communicator, specialist, efficient, experienced, better, faster, cheaper. We’ve forsaken the effort of showing, for the convenience of telling. There is a better way. Don’t just tell us about the features and benefits of
Being Heard Is Overrated
It’s easier to be heard when we shout. But being heard shouldn’t be our ultimate goal.
Your Brand Is What You Consistently Do
What you consistently do—every time, without fail, differentiates your business.
Earning A Competitive Advantage
Very few new businesses have an unassailable advantage that makes them the only choice for a prospective customer. Most don’t make measurably superior products or own proprietary software. They haven’t patented a secret formula, and they don’t necessarily have more resources or talent than the next
The Unfair Exchange
‘That will be eight dollars,’ the woman, who is carefully weighing and wrapping two serves of freshly made fettuccine for us to take home, says. As my husband is about to hand her the cash, she takes another handful of the pasta from behind the glass and adds it to our package. She doesn’t announce…
Better Customers
When we know who we’re building for and what they care about, we get better.
On Being Valued
If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.
Message Before Medium
Since our objective must always be resonance over reach, it isn’t the medium that should dictate our communication strategy—it’s the message.
Competence AND Character
As individuals and brands, we’re judged by our character, not just our competence. How does your character differentiate you?
Better Than Maybe
As marketers, if the best use of our resources is to only speak to the people who want to hear from us, then targeting every maybe is not a great marketing strategy.
Memorable Marketing
Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.
The Flipside Of Persuasion
Sales and marketing are as much about understanding as they are about persuading.
One Chance
How would things be different and better if we acted as if every chance to do the right thing was our first, last or only one?
