Marketing that Works
These posts touch on the techniques of effective marketing and persuasion, whether your customer is a paying client, a nonprofit donor, or simply someone you want to convince to take a particular action. If the word marketing rubs you the wrong way, take these posts as advice on how to form more powerful connections.
These links will take you to the posts on the new, updated Remarkable Communication site.
Free 115-Page Tutorial on Marketing to Women
What's new marketing about? Relationships, right? Connection. Community. Communication. I entirely reject the idea that men don't care about these things. But interruption, bluster and one-way communication tend not to work too well with . . .
Your Business's Health: Crucial Facts Your Ad Agency Forgot to Mention
. . . you have to be strong enough to know that you're not as cool as your agency, and you never will be . . .
Is Your Good Taste Costing You Customers?
. . . Not everything tasteful is good. Keep asking questions. Keep testing. And find out for yourself what that white space is doing for you . . .
Beyond Google Page One--10 Ways to Maximize Your Click-through
. . . users will click through on a given search result anywhere from 10-100 times more often if you answer the question "What do I need and want?" in an effective and compelling way . . .
The Most Powerful Lever to Get the Results You Want
. . . smart salespeople know that you can convert customers by asking questions to increase their level of perceived pain. Probing questions. Even, if handled deftly, uncomfortable questions . . .
Build a Better Elevator Pitch
. . . The problem with a rehearsed, made-to-formula elevator pitch is that it completely fails to take audience into account. Human beings in the 21st century hate to be sold. We still have problems that we want solutions for. And god knows we still love to buy. But we don’t want . . .
What Problem Do You Solve?
At some point, you need to ask what problem you're solving. Is it a real problem? Does it matter to someone other than you? . . .
Relationship Marketing Series
#1: Create a Human Connection
. . . Relationship marketing focuses on nurturing ongoing relationships with customers, instead of strip-mining prospects for one-time purchases . . .
#2: Don't Be a Bad Boyfriend
. . . out of the customers who end their relationship with businesses, on average, what's the reason about 2/3 of them go? They don't feel appreciated . . .
#3: Come Out of the Closet
. . . It's interesting how hard it is to pull off being something you're not. No one actually believes that your business is bigger than it is (and anyway, we all know Small is the New Big). No one is willing to read through the pile of . . .
#4: Show Up
. . . Sometimes you create an instant relationship with a customer--they find you right away and they're a raving fan forever. Usually, though, it takes a lot of time. You have to keep . . .
#5: Pay Attention
. . . When you get complaints, feedback, and other useful information from customers, instead of immediately launching into all the reasons you can't do that here, learn to SHUT UP AND LISTEN. Remember the cardinal rule of marketing: It's not about you . . .
#6: Connect With One Person
. . . we all secretly think we have problems that no one else has. We want someone who really gets us. Someone who speaks to us, and just to us. Someone who . . .
