Everybody has their breaking point. I know, that sounds like the tagline for some long-forgotten cheesy revenge movie from the early ‘90s. I can see the trailer now… Gravelly-voiced voiceover: “EVERYBODY HAS THEIR BREAKING POINT…” (Shot of Arnold Schwarzenegger – or Steven Seagal, …
‘Curb Your Lebowski-ism’
What do people HATE about the industry you’re in? You know, the thing that drives them nuts? That’s this month’s Clarity Question to help you sell unique – and the answer will help you connect more deeply with your audience. Here's how: First up, I know – hate’s a strong …
The F-Word You Should *Really* Be Careful With
The other day I had an interesting conversation with an entrepreneur about user ‘feedback’. Feedback is an odd part of business marketing, because so often people assume that it’s necessary without really understanding how it works, or even why it’s useful. (If I was to get a little political …
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Fixing Your Marketing Blind Spot
I consider myself fortunate to live with a very talented, smart, creative and funny lady. She's inspiring and entertaining - but here’s her Kryptonite: This wonderful woman cannot leave the house without something important going missing - usually at the very last minute. I’m sure you’ve …
How To X-Ray Your Target Market Using A Deep Dive Survey
This is the final part in a trilogy of articles exploring the use of surveys to get closer to your target market, and uncovering valuable insights about them to improve your marketing. You can catch up with part 1 and part 2 here. So, we’ve established that using an audience survey – both for …
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7 Response Killers To Avoid In Your Surveys
In part one of this trilogy of articles, we looked at the importance of asking your target audience the right questions. Turns out, asking what they want is NOT one of them. (Not sure why? Grab a quick recap here.) A more effective approach is to ask them what they don't want. It's an …
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Stop Asking Your Customers What They Want (And Ask Them This Instead…)
You probably recognise at least one of these two famous quotes from a couple of pretty successful business leaders: A lot of times, people don’t know what they want until you show it to them.” - Steve Jobs ...and from a little further back: If I had asked people what they wanted, they …
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