Marketers can sure get in our own ways when we try to create preference. We clap on and on about our great customer service and low prices but we don’t always remember to mention the problem we are solving. Our prospect, on the other hand, never forgets the problem they need solved. Too often we celebrate […]
Archives for August 2015
Awareness Plus Fatigue Does Not Equal Consideration
Consider this: most people don’t give a sh*t about whatever it is you are trying to sell. They just don’t. There is only so much room in any given brain to give a sh*t about stuff, and you’re up against stuff like Game of Thrones, videos of Russian car accidents and, for B2B, dialing into conference calls […]
Brand Loyalty Begins with Giving a Sh*t
Many marketers waste their time and money trying to force-feed awareness of their brand or product. A far better approach is to build something the right people will care about. As it did for Zappos and Starbucks, awareness will follow.
Sometimes Marketing Should Whisper
I don’t know about you, but I’m about hoarse from all the yelling I’ve been doing lately. What with radio, OOH and a bunch of SEM stuff, I’ve been screaming for quite a few weeks now. No complaints: the leads are coming in, but sometimes marketing can be just as effective when we don’ t interrupt […]