Key Lessons from this Ad: This commercial is so rich in watchable content that everyone in the local scene is going to spread it far and wide. What if you made your marketing so useful that people in your scene used it to further their own causes? [vsw id=”CRfjMOjrfnI” source=”youtube” width=”425″ height=”344″ autoplay=”no”] If […]
Hellmanns Commercial: Shop Local Read More
Whether it’s a product or a service – people are very curious about and reassured by stories. Your story is often at the heart of your credibility. They want to know what makes you so good at or so passionate about what you do. Stories humanize things. Stories connect people. No one wants to hear
Ten Story Revealing Questions Read More
(this began as 24 questions and ‘sentence stems’ but has slowly expanded over time) The heart of marketing is this: “You have ______ problem, and want _______ result.” Does that make sense? You’re basically asking them to trust you. You’re asking them to follow your lead, to trust in your product or service, to trust
64 Point of View Revealing Questions Read More
By Corwin Hiebert, an entrepreneur from Vancouver, Canada, who specializes in strategic event design, marketing, and creative talent management. His company, Red Wagon Management, produces and hosts CREATIVEMIX – Vancouver’s Ideation Conference. You can follow Corwin at www.twitter.com/corwinhiebert I’m convinced that the most offensive word in the event business is “FREE”, specifically when it refers
Free is a Dirty Word Read More
By Corwin Hiebert, an entrepreneur from Vancouver, Canada, who specializes in strategic event design, marketing, and creative talent management. His company, Red Wagon Management, produces and hosts CREATIVEMIX – Vancouver’s Ideation Conference. You can follow Corwin at www.twitter.com/corwinhiebert In the midst of all the planning, we event managers often have the difficult task of leading
A brilliant blog post from Seth Godin that speaks to the heart of word of mouth: Word of mouth is generated by surprise and delight (or anger). This is a function of the difference between what you promise and what you deliver (see clever MBA chart at the bottom). The thing is, if you promise
The paradox of promises in the age of word of mouth – Seth Godin 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
16 Questions To Design Your Irresistible Offer Read More
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
How To Prove You’re Different Read More
For most of us, there’s an incongruency in our business. There’s an inconsistency between how great we are and what people know. In Halifax, Nova Scotia there’s this great restaurant called The Wooden Monkey. The woman who runs it, Lil McPherson, is one of my favorite people in the world. She is a really passionate
Marketing, Education and the Wooden Monkey Read More
by Jerry Stifelman, The Change on 07.12.07 Organic jeans look just like regular jeans. Fair Trade, Shade Grown coffee can taste just like conventional coffee. FSC-certified wood looks exactly like wood that’s been poached from the rain forest. Unless you’re an eye witness or a direct victim, crimes against the environment take place out of
The Planet Wants You to Market Really Well Read More