Do you get sales letters and emails asking you to buy a non-consumable product you’ve already bought from the same company? That’s because they’re not keeping track of their customers. Tracking involves little more than … Read more
I’ll bet you can’t count the times you’ve heard, “Your call may be recorded for quality and training purposes.” Why would any company lead a call with this statement? Leading with this statement is like … Read more
Businesses like to think their product is so great everybody will want one. (Your product probably is that great.) But the truth is, people buy primarily based on needs and fears, while greatness factors in … Read more
When your interactions are driven by the core concept of humanity-based marketing, everyone is happy. Think about it — all marketing is about humans (just ask your cat). Many companies miss this when considering customer … Read more
Until recently, Atrec.com was one of my favorite places to seek out and score a deal on clothing. Then they made a big fat marketing mistake: Altrec ignored my marketing preferences (five times over). I’m … Read more
Empty marketing is expensive. It costs infinitely more than strategy-focused marketing, and lacks clear direction. Marketing rooted in sound strategy, on the other hand, just works. It drives effective advertising efforts. It captures and communicates … Read more
Yesterday, I said marketing can be boring. And it really can be. In fact, boredom is the number one symptom of a bigger problem: wasted opportunity. Marketing gets off track when the company’s message or … Read more
Writing about marketing is a never-ending affair. I could post here several times per day every day, and never run out of ways to enthusiastically review the same core marketing truths, but that’s kind of … Read more
