Category: How to market systematically
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It’s not enough to know your customer–you have to know their context
Over the long run, you have to know your customers, but in the short run, where sales are closed, you have to know their context. So the customer relationship management system is not just a collection of names, addresses and labels. It's a place to keep up with an evolving situation. Medium: How to 'Know'…
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Get ready to dig up customer memories
In order to better understand your favorite customers, you have to get at the values which drove their purchase decision. For political or self-image reasons, people may not automatically share or even really know the true reason. But a good interviewer can dig down during an interview. This article gives you an entire procedure and…
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What are the questions marketing data must answer for a business to stay profitable?
Marketing data, big or small, exists to serve the people who use it. When owners, managers and sales people use the data correctly, transactions are profitable for everyone. In the beginning, the amount of data is small and easy to remember. But just the least little bit of success will cause the data to overflow.…
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Is there any human behavior that can’t be explained by pattern making?
As a person who's never been in love with practice, I'm beginning late in life to understand its power. Repetitions strengthen muscles and memory. The patterns feed the mind. Superstitions are efforts of the mind to find patterns where none exist, although many athletes put them to work as cues to fall into a desired…
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Disciplining ourselves to see the customers’ point of view
Seeing our business from the customers point of view is always difficult. I've always thought of myself as an outlier because, for me, any travel is a desirable adventure and instead of something I've had before, I usually want something new and unique to the place I'm going. I can understand that others want to…
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How to get more story-telling into your writing
Not that you can tell, but I've been trying to incorporate more story-telling techniques into my writing. I understand why it's valuable, but I'm having a great deal of trouble changing my habits and establishing a new process. That's way I appreciate this advice from Cory Doctorow. Now if I could make this into a…
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Where we want press releases to go
Most press releases are the opposite of conversation. They need to be posted where they can be found. If you want to have a conversation, you can use publicity or Quora to generate a dialogue, which is much more valuable. Broadcasting of press releases is futile. In the end, press releases should not go, they…
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How to welcome people to your web site
It's easy to build a web site that forces every visitor through one little chute (or funnel). Unfortunately, people arrive at your web site in all different stages of familiarity. The comScore web site is very elegant, and, in addition to About Us, offers a well-designed area called About You. ebay beats the Amazon firehose…
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Thriving with Google and Bing in 2014
If your communications with prospects is being served up by Google and Bing (and it is), then you have to understand how they present you to your audiences. Learn how to correctly feed your information into the search engine results page (SERP), and if you don't do this yourself, check and make sure someone's doing…
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Start with a hypothesis and test, test, test
In a recent conversation, Justin Segal of Boxer Properties told me he likes managers to 'burn the candle at both ends.' He wants planning and analysis to occur simultaneously with experimentation. Now I've found an article by Matthew Daniels of Undercurrent who describes a process they describe as applying the agile development model to strategy…
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