My curiosity first peaked when I heard the phrase, “in any organization, culture eats strategy for lunch”. After 3 years of research on the subject following the scientific method, I’ve constructed and tested a hypothesis that I believe to be true.
A business owner says "I want to show up when someone is looking for a plumber. Shouldn’t we use the “near me” expression because it’s up 500%?" But aggregators that sell leads are dominating the SEO and PPC wars.
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.
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” That statement has driven businesses on a quest to determine what is working. Many claim to have the answer when they actually don’t. All they know is last point of contact.
All the data including marketing spend, sales numbers, profit margins, etc.
In business, this is critical. How do you make someone say “Yes” to your request? Robert Cialdini's scientific approach to persuasion found that influence is based on six key principles.
Did you know that your customers are only ever considering 6 elements of your product or service? Ever!!! And did you know that only 2.5 of those 6 things matter most to them?
The best way to drive exponential traffic to your front door is to stop targeting your advertising to the 7% of today’s buyers and start bonding with the 68% of all buyers.
If your message is relevant, memorable and delivered frequently customers will come. And the better your message and media strategy, the more and more customers will come.
Want to be able to charge a fat premium for your services and have people willingly pay it?
When you portray yourself as warm, non-competitive, and friendly, people will feel like they can trust you.
“No One OutPizzas the Hut” What does that say to you? Does it refer to taste? The dining experience? Carry out or delivery? It says it all.