Customers need to like you before they need you. And “like” is mostly invisible. The reasons we do the things we do sit deep in the limbic part of our brains. It’s waaayyy down there. One of the first parts of the brain to form.
You have to: 1: Not sound like everybody else 2: Get into somebody’s imagination and mess around.
SEO is the foundation of how you get found online. It’s also a tar pit of details that can get so overwhelming you wonder if it’s even worth it. Don’t know where to start? Start here.
Most businesses have an awareness problem. More accurately, unawareness. The distance from unawareness to awareness is like going from the moon to Mars, and just as daunting.
Hidden in the flurry of marketing activity around Millennials and the up-and-coming Gen Z, is a diamond group of cohorts called Generation Gem. Research shows this generation to be one of the most lucrative.
“The only thing people care about is the lowest price.” This is the rejoinder I most often hear when a business doesn’t see any value in advertising (much less marketing). This confounded me for many years until I realized advertising wasn’t the problem.
The untapped advantages your business could leverage by having a podcast. It’s surprisingly easy to do, and if you can have a 10-minute phone call, you can have a podcast.
Mike Slover and Mike Whitmire explain what felt kind of broken within the company and how that was having an impact on the results they were having.
“Every human being is born with the capacity to think creatively,” according to Dr. Black. “…but every culture, religion, organization and school wants conformity.”
Olive Garden has a 45-minute wait because in an ocean of unknowns, they’re the safest harbor. You know them, you’re comfortable with them, you get exactly the meal you were expecting.
We discuss considerations in calculating lifetime customer value, how you can maximize it, and how to be sure you don’t go broke waiting for that customer to come back.
From matchbook covers to skywriting, it all works. Which is why you have to approach it all with Media Agnosticism. If somebody in your affinity group tells you they had success with direct mail, ask to see the piece. It matters.
Character Diamonds were created by David Freeman, advisor to dozens of hit TV shows & movies. Deploying them in your advertising creates a bond with customers.
If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name. I can get a “large coffee” anyplace. I can get a Grande only at Starbucks.
The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.