What do customers choose over
price AND convenience?
This hit home for me recently
while I was sitting in the dentist’s chair waiting to have a crown replaced. I
had some time to kill while my left cheek and gums were numbed, and I was
marveling over the fact that, while having ANY kind of work done on my mouth
ranks among my top two LEAST favorite things to do, I go out of my way to see
this particular dentist. Over two hundred miles and almost 5 hours roundtrip,
to be exact.
Are you solving the right problem? It’s a question few stop
to ask before diving in head first in an attempt to demonstrate action and
The trouble with that approach is that the surface problem is many times not the real problem. You can spend considerable resources addressing what you think needs to be fixed, only to find that you get the same outcomes (or worse!).
Last month, we extolled the virtues of customer outreach—why you should do it and how you can go about it. So now you have all this delicious feedback from your customers, but your job is not complete. To get any value at all from your hard-won insights, you must apply what you’ve learned.
Unfortunately, that’s where a
lot of people get stuck. They think they don’t have time to make changes in
their organization, they’re not sure where to begin, or things aren’t broken
enough (yet) to make these opportunities a high priority. But as the saying
goes, you can’t keep doing the same thing and expect different results!
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 →
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 →
Because nobody cares what your company or organization does.
As marketers and communicators, we often get caught up wanting to explain what our company or organization does. We think what we do (our “what”) is the most important thing potential customers need to know about us.
When people are searching online to buy a product or service, they’re looking just as much at which companies to consider, as which ones to eliminate. They’re trying to narrow their options, and dig more deeply into a few possibilities instead of several. If your website content doesn’t tell them what they need to know, guess what? Another company’s content WILL, and yours will be out of the running.
All too often, companies focus so much attention on a website’s design that their messaging strategy and content suffer. Don’t get me wrong, it’s important for a site to have great design. But if it’s all style and no substance, all you’re left with is a pretty site. And that’s just not enough to make the sale. Continue reading →
In recent years there’s been an explosion of online marketing tools, virtual assistants, and other low-cost marketing options. They all claim to make marketing easier, either by doing it for you or making it easy to manage yourself.
These “do-it-yourself” or “do it cheap” resources regularly wreak havoc on organizations that don’t have the time or skills to do marketing work internally. It’s bad enough when marketing doesn’t get done as a result, but even worse when it gets done wrong. Either way, it’s expensive and time-consuming to fix. Continue reading →