Years ago, I read the book Monopolize Your Marketplace. Though the title and tone is aggressive, it has some incredible content. The Three Roles of Marketing I teach come from this book. And, as I was working on a new project the other day and rummaging through some old notes, I came across the […]
This is a blog post I’ve wanted to write for a while. It’s about the incredible costs to you and others of being fuzzy in your marketing and sales communications. I’m writing this to share the other side of the story of marketing – how it’s received. We spend so much time working on our
Stop Wasting People’s Time: The Incredible Cost of Being Fuzzy Read More
Mike Rowlands, a Vancouver based marketing and branding expert is asking a group of thirty positive change makers one of the hardest questions they’ve ever been asked. He’s a very fun fellow but the question is serious. “If you closed up shop tomorrow, who would miss you? And why?” We’re all sitting in a circle
My friend Jenna and I were hanging out tonight having a crafts night. She brought everything you could imagine we’d need. She is far craftier than I. So far, she’s made the most amazing card (see here). And I wrapped two books (that I bought with a Greenwoods book gift certificate sent to me by
Soooo . . . I went to a sex workshop recently. My colleague Jessica O’Reilly (pictured here) was in town from Toronto (where I do a lot of work) leading a workshop. She’d come to my event when I was in Toronto and I’d never seen her work so she invited me on down. The
It was the best of marketing. It was the worst of marketing. I just got a new painting today. A gift. The painting (pictured on the right) is simple, bright and beautiful. I really like it. And I think my friends will too. Some backstory: Back in July, I posted a blog about a thought
A Tale of Two Paintings – A Cautionary Story of Word of Mouth Marketing Read More
Here are sixteen questions you can ask yourself (and your chosen audience) to design offers that are irresistible. They’re the same questions I ask of all my clients when I work with them. 1. What’s the product or service or special promotion you’re offering (in plain english)? If it’s a service – how many sessions
People have had rotten experiences with other businesses in your industry. You can’t just say, “We do it different.” So, here’s the question: What are the policies, the procedures, processes and the standards that your business holds that ensure your are different? Just one quick example on this, which I just thought of now and
1. Unclear or Non-Existent Target Market: I’d say that I see this in about 90% of the cases of resistible, moribund offers. When I ask “who is this for?” I get answer that translates as “everyone. this product/service can help everyone.” But targeting everyone doesn’t work. You can’t do it. When you narrow your focus
The Customer Values Question: What things are most important to your prospects when buying what you sell? IMPORTANT POINT #1: This isn’t what is most important to people in buying from YOU. It’s what is most important to them when buying the generic product or service you sell. This is about their experience of buying