Marketing success can be achieved by a strong commitment to the customer's needs. Everyone agrees that to succeed you have to get out of your comfort zone. Making new paths requires more effort and risk - so the default is to keep doing the familiar things. Because many non-marketers consider … [Read more...] about Marketing Success Isn’t “Magic”
Call to Action is the Anchor of Your Messaging Whenever you are trying to change someone's behavior, you are trying to persuade them. Selling products, recruiting volunteers, direct marketing, advertisements, etc. are all examples of persuasive requests. The classic persuasive request is … [Read more...] about The Art of Persuasion
There is another longtime business adage, “if you are not moving forward, you are going backward”. Competition is a fact of life, and rest assured the competition is working every day, not just to maintain but diligently trying to improve on their offering. Those who excel at this will succeed, … [Read more...] about How Much Do You “Sharpen the Saw”?
I probably first heard this phrase in a marketing textbook many years ago, but of all of the marketing concepts to adhere to, this would be number one. If you ask people what the key to marketing they product or service, they will all not their head in agreement that differentiation is key. But … [Read more...] about Make Your Choice – Blend in or Stand Out
Of course you are familiar with how bad news travels faster and is remembered longer than good news. This means that you have to do about 4-5 good things for every not so good thing you do. That is how you keep a balance. Similarly, customer experiences will have a recency effect also. The last … [Read more...] about The Recency Effect
I recommend you read Jim Collins' classic business book "Good to Great". Great read - and applies to all aspect of business, Marketing of course included as well. While you should still read the whole book, one of the central themes is that to become a great business, you have to do every little … [Read more...] about Make it All Great
Yesterday we mentioned the importance of following the first key step in marketing - finding out what the customer wants. For some reason even thought his is EXTREMELY important, it often goes ignored. We often kid ourselves into thinking we are so smart we can "figure out" what the customers … [Read more...] about Two Key Steps