Interruption Killed the Cat
A cat in a fight doesn’t lose it’s ear or eye because of curiosity. It loses the fight when it gets distracted by something, which results in the cat’s opponent getting a clean, swift swat … Read more
Posts in Category ‘Marketing’
Mass appeal really happens
I asked: Do you have any allergen-free food? The waitress answered with utter sincerity: Do you mean, like, without any onions? I was momentarily stunned by the reply. How amazing it is that humans, being … Read more
What’s wrong with the idea that everybody will want one
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
Humanity-based marketing is full cycle goodness
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
Altrec illustrates why marketing preferences are a golden ticket
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
The bottomless pit of empty marketing
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
Marketing boredom is a symptom
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
The problem with marketing
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
Don’t lead with the disclaimer
‘We don’t do this’ or ‘We don’t win bids on price’ and comments like this are disclaimers, and leading with them is a perfect way to instantly take yourself out of the running for new … Read more
Why disguise sales letters and advertisements?
Do you get emails from salespeople that start with, “I just wanted” followed by any sort of information about an offering that is nothing less than an advertisement? I get them all the time, often … Read more