what could you gain by taking a good hard look at your business and asking some tough questions?
If you’re like most organizations, plenty. And what you learn through the process has the power to bring your marketing messages into better alignment with what your customers are looking for. Continue reading
A few months ago, a prospective client approached me with a problem:
“We should be winning more of the proposals that we submit.” Continue reading
It’s one of my favorite lines from Andy Puddicombe—teacher, author and TED Talker as well as co-founder and voice of the guided meditation app Headspace.
As it turns out, resistance can be the source of many frustrations, whether personal or professional. The proven workaround is openness and flexibility. Continue reading
Like most of you, I subscribe to several industry newsletters. And like most of you, I don’t make time to read them. A select few, however, always get my attention—like this one from David C. Baker titled “Why No One Wants to Read Your Newsletters.”
One of David’s points hit me square in the face. Rather than generate “news” and “content” that people may not care about (or may ignore completely) provide insight that will cause them to reflect on your message, save it, or forward it.
“Make people think. Take a stand. Articulate a viewpoint,” David says.
So here I go…about to take a stand. Articulate a viewpoint. Provide insight. Continue reading
To be effective in marketing, you have to see things from the customer’s point of view.
You have to put your own thoughts, feelings and assumptions aside, and see things from the customer’s perspective. It starts by understanding who they really are, what they think of you, and what they want or need.
But the answers to these questions don’t come from within your four walls. They require us to step outside, talk to customers and prospects, and develop an accurate understanding of what is important to them—asking for directions, if you will. Continue reading
Core values. Key messages. Positioning statements. Logo usage. These are just a few of the elements you need to have in place in order to support a strong marketing program. There are many more (read on for the full checklist) but because of how they’re packaged it can be confusing to know whether or not you have all the pieces. Continue reading
You have brand standards (don’t you?). You have a marketing plan (right?). You think you’re ready to take the world by storm. But there’s one piece missing:
a messaging platform.
The messaging platform doesn’t always get the love it deserves because it’s often tucked into a branding guide or a marketing plan, so most people don’t recognize it for what it is. More likely, however, it’s overlooked altogether. Continue reading
Spending money on marketing without a marketing plan is kind of like filling up your car with gas and going in circles around your neighborhood until you’re running on fumes. You’re out the cost of a tank of fuel, and you haven’t gone anywhere you haven’t been before. Continue reading
More than once I’ve seen companies glom onto the latest marketing cure-all because they think it will change everything. More than once I’ve seen them fail because they haven’t considered its appropriateness for their business model or audience. Continue reading
“no one reads anymore.”
While America’s shrinking attention span is well documented, the claim that “people don’t read anymore” is not.
According to the Pew Research Center:
- the percentage of adults who have read a book in the last year is holding steady at over 70 percent; and,
- the average number of books a person reads per year is 12 (and younger adults are actually reading more than older adults).
what does this have to do with marketing? more than you might think.