There are, in my mind, three roles of marketing. The first is to get their attention. The second is to filter and establish if it’s a fit at all (by going through the three filters of relevance, credibility and value). The third is to lower the risk of taking the first step (or the next […]
Three Core Strategies to Reducing The Perception of Risk Read More
I was just picking up an order of books from Audrey’s Books (an independent local bookstore in Edmonton) and I saw this little ‘book preview’. And I thought it was a great example of a pink spoon in their marketing. Giving people a free sample of what you do. A taster. I’d heard of previews
micro case study: author gives sample of his writing. Read More
This is one of those things that is actually very important to get about marketing that I talk about really seldomly but should probably talk about more. When people are working on their marketing, I think that, often, they don’t really understand the role that their marketing needs to play. Or I should say ‘roles’
How would you like it if clients loved you so much they drove three or four hours to see you? They will if it feels like it’s a fit. I just got this note from a client of mine, Tim Emerson. And it reminded me of the importance of the slow marketing approach and how
Three months ago, I wrote a blog post called Slow Marketing. It was all about how it’s okay (even important) to slow down our marketing. This is a wonderful philosophy but what if you need money yesterday? What if you’re so broke and you can’t afford rent? All of a sudden, the slow approach while
I invite you to give up trying to change people’s minds. People can be a lot like this child – stubborn. They don’t like being pushed around. Or told they’re wrong. This is the core challenge of marketing I think. Or a core blunder. Or something. Trying to convince people that we are right and
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
Another brilliant piece from Seth Godin about the notion of being a Generosity Based Business and the importance of Pink Spoons. Free isn’t always generous. Free can be a legitimate marketing strategy, an ultimately selfish way to increase sales. Once you spread your ideas (and free is the best way to do that), there are
So, I think parties are one of the best marketing tools ever. I’ve been talking about it more and more – and here’s some proof! This is an excerpt from an interview I did with Joel Monk (JM) and Laurens van Aarle (LV) of Coaches Rising in Amsterdam. I think you’ll dig it. JM: So