Shared Stories and Advertising Magic
Why do so few stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill.
Love is a game of catch.
Understand your customer, and you will never sell to them. They will buy from you over and over again because you care about them.
Personality Prescription, Part 4 – Other Homeowners’ Motivations
Value Conscious Homeowners are shopping, too. But not for the best deal. They are looking for an expert they can trust.
What’s in a Name?
When I walk into my local Starbucks, I feel like Norm Peterson walking into Cheers. What do you do that makes customers feel comfortable?
The Personality Prescription, Part 2 – Never Cut Price
Dropping price to be competitive means we’re only working harder to put ourselves out of business sooner.
Lead Generation: The Who, What, Why, and How
If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of cheap customers.
The Five Elements of Fame
Experts on marketing effectiveness determined that Fame is the most important element for producing extraordinary ROI.
What riding a motorcyle taught me about marketing
Many companies use loyalty programs, Facebook groups, and email spam to gather the troops. That’s not a tribe. It’s list building.
The Biggest Risk of Bonding Campaigns
Normally, when a business falls short, customers are merely disappointed or frustrated. Not so with relational customers and businesses to which they’ve bonded.
6 Degrees of Benjamin Franklin
Doing business with — making yourself vulnerable to — a complete stranger feels bad. Nobody wants to put themselves in that situation.
Are You Telling $1 Million Stories?
How do you develop the kinds of quality stories that influence people to surrender their hard-earned cash for your product, service, or cause?
Today’s New Branding
New branding is about having a point of view, sticking to it, and having the courage to stand up for what you believe in.
The 7 Root Objections In Sales
The real trick is to learn how to read between the lines and ascertain the root objection.
Perhaps you’re asking the wrong question
Instead of simply asking what drives the most traffic, ask how you can earn the trust of customers before they need you and inspire loyalty with relational marketing.
Selling like Herb Tarlic
“We will match the price of our competitors on any similar product.” With one sentence, he converted us from relational buyers to transactional ones.