“How’s business?” I said. “It could be better. Amongst other things, my website isn’t working,” replied the business owner. “What do you mean?” I asked. “Well, it hardly brings in…
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What are you doing that is different from your competitors? In any given sector, most of the providers appear to be clones of each other. What is the big difference…
Everyone has needs. They need to eat. They need clothing. They need to get the train home. In other words, the need has to be fulfilled. Needs are limited in…
You have one second to convince the reader to read on. One second, at most, before they scroll down, click away or walk past. We are all inundated with marketing…
For thousands of years, humans have used stories to pass on information. We remember a story long after we have heard it. People forget facts and figures, but they can…
Rank Xerox taught me many things. As a young salesperson, they put me through their famous sales training programme. Subsequently, I was mentored as I found my feet in the…
When people buy from you, they go through five stages. You can think of this as the customer journey. Where is your current focus, within the five stages? If you…
Do you sell to everybody or to clearly defined customer segments? If you operate in a competitive marketplace, the second approach is better. Divide your customers into separate segments. Then…
If your marketing is not working, it may be because human beings are creatures of habit. We start to do something and soon get used to it. “That’s what we’ve…
