Unfortunately… …many people's view of business is that of a necessary evil for selling stuff to make money… …whilst being trapped in a corner of a stuffy office with unnatural fluorescent lighting and mouldy air conditioning… …where they shuffle papers and put up with uncooperative senior management and uncommitted subordinates… …all for the 'privilege' of [...]
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Your markets sophistication depends on how many similar products, and how many competing ads. There are 5 stages of market sophistication: First stage is being first to market: Prospects have no sophistication about the product at all. So be simple, be direct, and don't be fancy. Just tell it like it is. Name either the [...]
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In my teens I found a book in my dad´s collection which described: "…looking at the potential for a new kind of relationship… and a new kind of society… …transcending outmoded roles and patterns". The book was Focusing by Eugene T. Geldin. And I believe today’s Professional must embrace its central message that: "A new [...]
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Marketing means: Creating, communicating and delivering values
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Let´s confess the crippling problem of today's B2B sales and marketing systems. Sales typically engages prospects far too early in the sales cycle. Marketing is under pressure to bring in NEW leads, whilst Sales is pressured to close asap. This puts pressure on the middle of the sales pipeline process… …That transitional phase where a [...]
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On this blog I will share with you my journey with Business as honestly and openly as I can (given certain areas of client or personal sensitivity and privacy).
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This one has really "cooked my noodle." Mark Joyner is running a rather controversial experiment that has already sent the marketing experts into a tizzy. You've probably heard of his book "The Irresistible Offer" – it's what some call "one of the top 5 marketing books ever written" and has been one of the best-selling [...]
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My Financial Services client had a customer list of 30,000 names for a back-end (selling to existing customers) promotion. This particular promotion was loans for homeowners. The average size loan was £10,000. Up to that point they had been sending a similar email with no personalisation or compelling appeal that a good direct response copywriter [...]
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Aggressive Marketing also hapens to be a term already used in marketing. So I haven't 'created a new category' in the market. But I've enterred an existing conversation within my market and intend to dominate it.. 'aggressively'.
A major part of effective branding comes from differentiating yourself from the competition. That's a common view right? But how do you actually do it? One way is to create a new category in your market. For example:
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