I’m joined by Orlando Wood, Chief Innovation Officer at System 1 Group in London. His book Lemon and subsequent short film Achtung! outline how we’ve lost customer’s attention over the years, and how to get it back.
You want all of ‘em. Every single customer in the world. It’s natural. You did not open your doors and take all that risk for nothing. OK, let’s do it.
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.
All bonding is branding. But most branding isn’t bonding. Bonding requires commitment and proper execution. But it's worth it. Bonding blows the doors off of regular branding.
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.
Think about the amount of times you chose a service provider — insurance salesman, realtor, lawyer, massage therapist, auto mechanic, plumber — based on the merest puff of a connection.
For the last 16 years, I have been the business partner of Roy H. Williams, aka The Wizard of Ads. Roy is like the wise big brother I never had. Today I am going to share some unsaid lessons. Some observations.
4 families in 5 use coupons, but not because the coupon instigated the purchase. Rather, they use the coupon because there was a coupon to be used.
In our combined 50-plus years of doing this, we’ve learned sales resistance and loss of repeat and referral customers comes from one of two places.
Right from Tony’s first entrepreneurial venture, he understood that long-term thinking was a strategic advantage.
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
Shared values and tribes are the life blood of bonding campaigns. And you can’t have attitude without a point of view.