Critical insight into your clients & customers: Everybody wants to feel like they belong… But not everybody wants to ‘fit in’. On the surface, they may sound like the same thing, but they’re actually very different – and understanding why is crucial to your messaging. I can explain… …
Fail We May, Sail We Must
Something a little different for you this week. That is, if you’ll allow me to indulge my inner uncle and veer ever-so-slightly off-topic… As I cast my mind back a decade or two (or three) to take inspiration from a remarkable figure sadly taken from us earlier this week: Andrew …
Are You There?
So here we are: 2020 – a new year. A new decade. A lot of biz-owners and marketers have been sharing their thoughts about how they see the next 12 months panning out. One theme I’ve noticed come up again and again is this: Uncertainty. This past couple of weeks I’ve read some …
Trust Is Like A Mirror…
Here’s a couple of quotes that illustrate the importance of developing TRUST with your ideal clients and customers… Yep, it’s the third part of our focus on your business’ KLT - Know, Like & Trust - factor (catch up with parts one and two if you missed ‘em). One quote comes courtesy of …
Do You Remember The First Time?
I was watching Eddie Murphy on the new series of Comedians In Cars Getting Coffee, and he told a great story. Jerry asked him if he remembered the first time he realised he was a comedian. So Murphy talked about how one day he was on the school bus, doing impressions of the other kids and …
The Alternative Question
Time for this month’s Clarity Question to help you create more effective and unique sales messaging for your biz. I’ll jump straight into this one, as I’m currently wrapping up a busy work-cation in Tel Aviv… (…where, in addition to my usual writing duties, I’ve also spent some time modelling …
The Change Gap
How long does it take to change someone’s mind? A minute? Five minutes? A year? The answer, of course – like so many answers to questions about people – is: It depends. Yep, people are difficult like that, which is what makes 'em so fascinating. In marketing, the size of the gap …
What Would YOU Say To Them?
As you’ve probably realized by now, I’m a big fan of the power of questions. Questions as part of a working process to help find the truth at the heart of a project… Questions to better understand the people we serve… Questions to help us create, develop and share our products. So I …
