Category: How to market systematically
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How to Identify an Audience You Can Profitably Reach
I know all about selecting the correct target market for a product or service, but I've never seen a methodology for deploying for an audience that I can AFFORD. I wonder how much money I've wasted? I better not think about it too much. Bar & Line: How to Identify Your Audience, 2020-Mar-19 by Duncan…
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How to build a marketing newsletter that’s an asset, not an expense
We make a mistake when we think of a marketing newsletter of 'news' about our company or general 'news' which we share with our customers to persuade them buy. Newsletters ought to drive people to the long-term value they can find at your web site. First, the web site has to contain useful content. Then…
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Storytelling tips from the Nielsen Norman Group
As an analytical thinker, storytelling has always been a struggle for me. I tend to organize information differently than storytellers. But throughout my career it has become increasingly important. Anytime I find a good teaching tool for storytelling, I try to work with it and incorporate its lessons. I especially value the reminder here to…
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Look at ways to influence the buying process instead of the buyer
Gartner has found three steps universal in the business buying process. They usually occur in the following order, but not always. Interest is aroused by discussions with colleagues Research is done using independent experts Vendor information is gathered. Advertising doesn't make much of a difference unless it's newsworthy and spurs discussion. Gartner Blog Network: The…
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When sales people have to create change
When launching a new product or service, the selling organization must have the time and incentive to go slowly and learn as much about the prospects and their challenges as they do about the new offering. Harvard Business Review: How to Sell New Products, 2018-Nov/Dec, by Michael Ahearne and Thomas Steenburgh Early in the cycle,…
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Unlearning marketing
I see a lot of problems in marketing, but I hadn't been seeing them as problems of "unlearning." Now I will. Harvard Business Review: Why the Problem with Learning Is Unlearning, 2016-Nov-3 by Mark Bonchek We need to unlearn the push model of marketing and explore alternative models. For example, instead of using relationships…
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Observation: Being competitive means using ‘irrational focus’
When you trying to build your own business, everyone who supports you will try and drag you off your target audience. We have to resist! Seth's Blog: When your marketplace shifts, 2016-Dec by Seth Godin The marketplace disruption puts huge pressure on any merchant who merely created a commodity. This means vineyards, graphic designers, photographers,…
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Why we can’t think our way through a pricing challenge–we have to experiment
While I find it easy to remember that pricing is part of the product, I forget that you probably can't reach the correct price without some experimentation. So the best way is to produce various configurations of the product and see which one appeals to your target audience. It is impossible to demonstrate the value…
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To find your first customers, don’t spray and pray… interact
Advertising is not an efficient way to find customers. When businesses like Apple and Verizon are throwing off a ton of cash, it makes sense to use that cash to cement awareness of their products and services. For the rest of the world, acquiring customers is a dialogue. You need just enough attention to get…
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