Category: Marketing
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#25: Are we really that different?
Customers have no lack of choice nowadays. That’s why you need a Unique Selling Proposition. (Yawn – I know, you’ve heard about USP a thousand times before but stick with me here for 20 seconds.) As you know, the purpose of a USP is to clearly answers the question every customer has on their mind…
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#18: Have our customers misled us by accident?
Every day 750,000 men pick up a Gillette razor to ‘Be The Best A Man Can Get’. (I know I’m a year or two behind with their advertising here, but they did a good job on me with that old slogan!) Now, despite their upstart subscription competitors like Dollar Shave Club giving them a hammering,…
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#11: What business are we really in?
An old-school management consultant question for you today. Coined by Theodore Levitt way back in 1960. But just as relevant today … ‘What business are we really in?’ Understanding – really understanding – that what you ‘do’ is very often not the thing people are buying, can change the fortunes of a business by making…
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#07: How can we make selling superfluous?
Peter Drucker famously said: “The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits them and sells itself.” For every 100 people that read that quote, probably 99 just carry on ‘marketing as usual’. ‘Marketing as usual’…