The job titles you give to yourself and your staff are a form of marketing. Why? Because they plant a thought in your customer's mind. Certain job titles will reinforce the authority of the person, and therefore the business. Other job titles, though, will undermine that authority. This was something I learned years ago when I [...]
I do these daily videos to promote my content marketing agency, Hunter & Scribe. Recently, someone left a comment saying the reason he likes the videos is because instead of talking about my business and asking for a sale, I provide interesting, helpful information that he wants to consume. Most people go out of their way [...]
When you do marketing, don’t focus on how you can get your business to sell. Instead, focus on how you can help your customer buy. When businesses put out marketing designed to get a sale, they tend to produce self-centred marketing that makes the customer feel cheap. But when businesses put out marketing designed to help [...]
The Big Mac is the most popular hamburger in the world in terms of sales – but when people do a blind taste test and compare it with rival burgers, the Big Mac gets the lowest points for taste. Coke outsells Pepsi and also costs more – but when people do a blind taste test, they [...]
Don't just quote a statistic. Put your customers into the statistics. So don’t say “23.6% of people won’t have enough money in retirement.” Say “There’s a 23.6% chance you won’t have another money in retirement.” That makes your stats more powerful, and also makes your audience more willing to consider the solutions you provide after the [...]
"Casanova spent much of his time asking questions and listening carefully," according to Laurence Bergreen, author of Casanova: The World of a Seductive Genius. "He made the woman feel valued. He touched her heart before he touched her body." If Casanova were alive today, he’d probably be a chief marketing officer somewhere, because that’s also the [...]
Theodore Roosevelt once said, “Nobody cares how much you know until they know how much you care.” I was reminded of this quote after an incident involving a potential new client. I had an introductory phone call with this man. After the call, I sent him a proposal. The proposal mentioned three points: What he had [...]
When my friend had a birthday problem, he came up with a brilliant marketing solution. Every year, he would send out invitations to his birthday party … and would get annoyed with the way people would procrastinate about replying. So, one year, he mentioned in his invitation that he was setting a strict limit of 50 [...]
It’s possible to feel you know someone and have a (platonic) relationship with someone you’ve never met. You might feel that way with athletes, newsreaders and movie stars. You can make your customers feel that way about you too. How? By regularly posting content. As you post more content, you’ll gradually move from stranger to acquaintance [...]
Years ago, I met a successful business owner, who told me something I’ve never forgotten. She said the day her business took off … was the day she was forced to introduce a waiting list. The moment she introduced a waiting list, people became much hungrier to buy her service, because suddenly it was connected with [...]
