marketing
1,028 posts
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?
The Power Of Describing The Problem
t’s tempting to jump ahead to creating solutions before describing the root of the problem. But we can’t we begin to have honest conversations about how to solve problems before we own them.
The Role Of Rules
Doing what’s accepted or expected isn’t necessarily the right thing to do. It’s worth checking if the rules we hold dear, and fast to are helping the people we serve.
How Obstacles Create Value
The better we understand the obstacle, the better we get at solving the problem. And the better we can describe the obstacle, the better we become at selling the solution.
Shame About The Weather
Some people have no choice but to pay attention to the weather. Pilots, fishers and farmers must make allowances for the state of the atmosphere on any given day. But for most of us, the weather isn’t a problem, unless we believe and declare it to be. And yet, we allow our thoughts about the…
When Marketing Works
Marketing works best when it’s in service of the customer.
What’s Your Customer Acquisition Strategy?
Successful selling is as much about customer discernment as it is about brand differentiation.
10 Benefits Of Strategic Storytelling
Stories do more than help us to tell and sell. Shared narratives are powerful catalysts for change and the building blocks of our culture.
Planned Progress
If you’re going to build the business you want, then you must be intentional about how you’re going to do it. There is no such thing as accidental progress.
The Empathy Advantage
On the face of it, the bus driver is paid by the hour to get passengers safely from point A to point B. But most of the value he creates for the bus company, not to mention the city, has nothing to do with his driving ability. It’s in the empathetic work of reassuring passengers…
Invest in Second Contact
Both businesses and the customers win when we prioritise affinity over attention.
Begin With Wants and Needs
All successful businesses do two things. They fulfil the unmet needs and unspoken desires of their ideal customer.
When Subjectivity Wins
Successful brands craft and tell stories for their ideal customers—the people who are ready to hear and believe them.The more subjective we can be in our sales and marketing, the better.
Get Specific To Get More Customers
The more specific you can be about who your work is for and who it’s not for, the better your chances of gaining traction with more people.
Persuade On Purpose, With Purpose
If we’re in the business of making things that change people’s lives for the better, we must master the art of persuasion and help people to make decisions they’re glad about.
The Value Conversation
What’s the value conversation your customer is having?
Do The Unnecessary
A great deal of our work is about doing the necessary, meeting spec and making sure the client got what they paid for. But much of the skill and all of the joy in our work comes from doing the unnecessary.
Say It With Intention
Communication is not just an exchange of information, it’s also an exchange of intention. We’re never just speaking or writing the words to be heard, we’re always trying to make ourselves understood.
Reverse Marketing
Who is the antithesis of your ideal customer? What’s the message you’d share to convince that person never to buy from you? When you can tell that story well, you’ll be something to someone.
