At the core, marketing is communication and what customers or prospects what to hear and ultimately feel is, “‘these guys get me, this company understands my pain’. I write about marketing as it relates to the human experience and the interaction between messaging and the psyche. Great marketing starts with great product, the two are inseparable. You can’t market a crappy product to success and you can’t create believable messaging for a great product unless you have a well communicated understanding of the pain your customer feels.

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You May Want To Consider This Ahead Of Your Next Marketing Spend

Ever think, 'how do I decrease the risk of investment in new ideas, products, or marketing channels so that I can try more ideas more often?' Really? Me too. I recently had coffee with Business Model Generation co-founder, Alan Smith, who…
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Nine Things Every Marketer Needs To Be Able To Do

The role of the modern marketer has developed at a far greater speed than sales. You could survive in sales today not having changed your skill set set much over the last five years, but there's nine things every marketer needs to be highly…
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Create a Product Quadfecta And Watch Retention Sky Rocket

I thought I'd share a simple idea that when applied has exponential results on client retention and product advocacy. Everyone has problems and everyone, often without really thinking about it, is searching for solutions to those problems. I…
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Four Things I Do Before I Hit Send

You can create engaging and thoughtful emails and articles without being a professional copywriter or a seasoned marketer. In fact you can do better than most professionals by following the four steps I've outlined below. It doesn’t matter…

Stop thinking like a PhD at Yale

We are all rational in our own eyes. Am I wrong? Well no, I’m not, not according to me. In their eyes people never make bad decisions when they're making them. You will fail if you believe people are mistaken for not buying your product…
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THE BEAUTY OF CONSTRAINTS

Here’s your mission. Increase sales by 4x of spirits used in warm drinks using our new campaign ‘Cozy Up’. You have a $500 budget per store. 'WHAT? How?! I could only print one or two signs for $500. That's an incredibly restrictive…

FIVE SUPER SIMPLE BRANDING OPPORTUNITIES YOU DON'T TAKE ADVANTAGE OF

There’s a lot of noise out there. People are inundated with products, thought leadership, and information all targeted directly and personally to them through email, retargeting ads, advertising on social media, and video. There’s no magic…
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I threw a party and no one came

I invited all the people I know to my party, but no one showed up. I spent a lot of money and effort to get the invites printed. I hired staff so everyone would be well looked after. I got a great DJ who was spinning real vinyl. Real…
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YOU CAN'T PEE FOR FREE and other signs you are dealing with a clueless business

The first sign - they actually discourage prospects from trying their product or experiencing their service. A classic example is “restrooms are for customers only”. Why would you want to discourage people from coming into your…

Three marketing myths and a solution to your lacklustre results

Weak marketing irritates me because more than likely the marketer was being lazy and risk averse. There’s three myths that many marketers follow and they need to stop. 1. Marketing should make someone want to buy. False. It’s not about…