Category: Uncategorized
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Measuring the impact of ‘tone of voice’ in interactive marketing
Over the years, I've spent a lot of time arguing with clients about the tone of voice in their communications, and in the end, I decided not to pursue work as a copywriter. I'm not a playful writer but I'm committed to being accessible, using down-to-earth and conversational language. Clients seem to think I was…
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Trying to keep trying harder
Feeling stalled is a dangerous perspective. We have to see the possibilities and not the obstacles. Or see the obstacles as possibilities. Seth's Blog: Effort, 2016-Jul-12 by Seth Godin Usually, what we do is, "try our best under the circumstances." So, you're getting good service, but if the CEO's daughter was here, you can bet…
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Attention, engagement, other measurement myths
Some things are unmeasurable, at least in a practical, affordable way. David Ogilvy used to say, "We sell. Or else." It's not that all those intermediate steps aren't necessary… they're just not measurable. That's why mapping customer journeys help so much. Figure out the path from attention to engagement to interaction to sale… but don't…
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Defining a successful customer conversation
I've been exploring the ideas published by Rob Fitzpatrick in The Mom Test. Although he's speaking to startup founders, many of his ideas have strong application for all customer research and business development. When talking to customers about our business, we have to get information, even if that it's a "no," because NO is valuable feedback.…
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Search, discovery, curation, and scale
Have we maxed out on search? I'm not sure. I certainly seems as if some important things are not showing up. When I search on Amazon for unusual products I sometimes get very confusing results–suggesting that some suppliers are so good at gaming the results that are pushing our real objectives off the table. I…
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Leave the ego, take the breath mint
A few years ago I attended a lecture of leadership by Susan Lieberman when she worked for Rice University. I remember the 'one thing' she said we need to remember when working to persuade people to follow us. "It's not about you." She was explaining how to react when people bridle about doing as asked,…
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The organizing power of a strong brand identity
We used to think that good management was required for a company to excel. Now we are coming to realize that a purpose—executed in products that represent a clear realization of that purpose—is the kernel of a great organization. Medium: Organizational strategies for coping with complexity, 2015-Dec-3 by Adrian Ho …Increasingly the role of a brand, brand…
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Why I’m proud to be living in the Energy Capital of the World
As Houstonians, we should be proud of being America's 4th largest city without worrying about making it to 3rd place. It's not the competition but the flourishing… we've arisen from the bayou swamp to become an incubator of new ideas for energy, medicine, technology, and space entrepreneurship. I don't care if we never become as large…
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Our Loyalty Pledge
We are loyal to you, our customers. In return for your support, we pledge to Fulfill our promises. Listen to your needs. Remember what you like. Become a better partner. Share our plans and dreams. If you have an enterprise that needs assistance in delivering loyalty to its customers, consider hiring Steady CRM.
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Jason Hirschhorn: "Wouldn't it be cool if the psychiatrist worked like a SUBWAY rewards card. You get points for every revelation. Parent issues. 10 points. Trust issues. 5 points. Friendship issues. 5 points. Work issues. 2 points, etc. I'd be sitting next to WOODY ALLEN in the first class platinum waiting room. Free sessions as…
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