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Marketing your business in our age of mass empowerment

By on November 18, 2010 in Featured Articles, Lead Generation, Marketing Foundations, Mobile marketing, Online marketing, Social Media, Technology

This is a large post, but also an important one if you haven’t fully embraced or adapted your marketing approach to today’s vastly changed business landscape. For 150 years mass marketing was about the ONLY economical way to get your message out there. But today we’re living in a new age of mass empowerment fuelled by commercial clutter, the rise of internet, sophisticated online search, social media, broadband, wi-fi and smartphones. It spells the end of mass marketing as we’ve known it for most businesses [...]

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Ask one question. Evaluate any business

By on June 2, 2010 in Customer Loyalty, Customer Retention, Marketing Foundations

Today I want to share with you a very simple but potent technique for evaluating the potential of any product, service, company or concept, writes Robert Clay of Marketing Wizdom. Net Promoter Score Frederick F. Reichheld is a global authority on customer loyalty. He is also the father of a simple but powerful theory known [...]

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What’s your definition of marketing?

By on February 15, 2010 in Featured Articles, Marketing Foundations

What’s your definition of marketing? To a lot of people marketing is marketing is about running an ad tomorrow so you can have sales the next day. If only it were that simple! On one level effective marketing is about seeing everything from your customers’ perspective. On a deeper level it impacts every area of your business from identifying and attracting customers to getting and keeping customers, the only sustaining force in any business. In fact every single role in your business falls within the deeper marketing definition. Marketing should therefore be at the epicentre of your business.

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Tell your story and change perceptions

By on June 16, 2009 in Customer Loyalty, Customer Retention, Marketing Foundations, Strategy Power Boosters

Successful marketers tell a compelling story, and that story creates word-of-mouth. They don’t talk about features or even benefits. They tell a story that we intuitively embrace, buy into, then pass on to other people, writes Robert Clay of Marketing Wizdom. Companies go from start-up to market leadership through the correct use of stories. By articulating [...]

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The ingredients of a great story

By on June 15, 2009 in Customer Loyalty, Customer Retention, Marketing Foundations, Strategy Power Boosters

You need to tell your unique story. So what are the key ingredients? Developing your “behind-the-scenes” story is one of the most powerful and valuable things you can do for your business or organisation, writes Robert Clay of Marketing Wizdom. If you don’t have a compelling story to tell, one that explicitly sets out everything [...]

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You have a great story to tell … so tell it!

By on June 14, 2009 in Customer Loyalty, Customer Retention, Lead Conversion, Marketing Foundations, Strategy Power Boosters

You have a story to tell in your business. And you need to tell it! If you really want people to buy into your product, service or expertise, it is incredibly important to fully and deeply educate your prospects and clients about what you do.

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Please everyone and kiss your ass goodbye

By on June 2, 2009 in Marketing Foundations, Other Topics

Here’s a fabulous story which illustrates the point that you can’t please everyone. It is adapted from Aesops’ fable “The Old Man, the Boy, and the Donkey.” I often quote it (thank you Michael Port) to illustrate the importance of focusing eveything you say and do only on the niche you’re trying to serve, and [...]

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