Category: How to market systematically
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Grow loyalty by learning its dimensions
Most businesses interprete loyalty by transactions. If you spend a lot of money with their company, you are loyal. What the don't realize is that they are actually leaving money on the table when they ignore the dimensions of loyalty. Customers can increase their spending but that may just be a side effect of their…
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Why CX Day Matters: Corporate systems must turn to face the customer
On Tuesday, Oct. 1, professionals around the world will be gathering, both online and in person to discuss the challenges and celebrate the people who are creating great customer experiences. Many of us face monumental challenges within our organizations because the systems are designed to maximize efficiency and accountability to top management. So, as Oracle…
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A better way to segment your customer base
Most people only consider whether customers are big or small, not their potential. But actually, a customer of potential has different needs than any other. And your company has the most to lose if your people are discounting those needs in favor of winning new customers. Art & Science of Customer-centric Growth: Most Growable Customers,…
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How to spot a myth in your own brain
As our brains are sense-making machines, they pretty much supply us with an explanation for everything we see. Occasionally the brain is stumped and we become conscious of the process. When that happens, it's a great opportunity to go into scientific mode and test a hypothesis. Don't just make an assumption and go on. Form…
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All Marketing is Experimentation
The reliance on "best practices" in marketing is a joke. The environment is constantly changing, and we can't predict the 'unknown unknowns.' The best we can do is prepare to deal with variance. Successful marketers will catch a trend because they are ready to experiment, to accept negative outcomes, and to deal with risk. Marketing…
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TFS: Better a simple calculation than an educated guess
Experts can become very, very good at reading the immediate situation and handling it well. But their intuition for handling long-range problems seldom has the opportunity to develop. However, their confidence is high. Daniel Kahneman says "They know they are skilled but they don't necessarily know the boundaries of their skill." The halo effect (transferring…
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TFS: In direct marketing, don’t forget to leave some behind
You would think that as much as I embrace the principles of direct marketing, that I would remember to create control groups in order to test my efforts. My time is so much more valuable than my money. So every effort I make must be carefully scrutinized for its value. If I don't split the…
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If you believe in your business, you must be building content for it
The more you cherish your business, the more likely you are to be freaked out about the danger of saying the wrong thing. But you have to get over it, because you are just undermining the foundation of your marketing. The more is written about your business, the less important any single piece of content…
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TFS: How to avoid bad samples
One of the most common errors in my profession is making a decision based on a small sample, a too-small sample. So how do we know if the sample is too small? We can make the decision rationally, like a scientist, using System 2 thinking. Or we can go with our gut, which says no…
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Marketing yourself means making connections not filling out applications
I listen to many of my friends complain about job listings, and my advice is… just pretend they don't exist because they are worthless. Figure out where you want to work… where you want to make a contribution… then network around that target. You may end up working somewhere else, but you'll be better off…
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