Timing is everything, right? Here I am, smack in the middle of an extended riff on sales, and the Herald considerately decides to go with my theme… imitation is after all, the sincerest form of flattery….. Here’s another insight on the same theme – this time from...
Value = (benefits – costs) This equation is the most fundamental conscious or subconscious calculation made by a customer when comparing products, or purchasing goods and services. For a couple of reasons, it also presents a real challenge for marketers: A, Benefits...
Regular readers may have noticed my thing for Seth Godin – a very clever writer and thinker on all things marketing, he’s my regular go-to guy. It’s been a few weeks since I last mentioned him… he’s been a little off my radar. And then just last week he sent a blog...
After a couple of weeks’ theoretical discussion (looking at the difference between marketing and advertising) I want to bring the discussion to life today by analysing a business showing phenomenal growth in a short life span – and all without traditional advertising....
In the last couple of weeks I hope I’ve sold you on two key thoughts: Half the battle is turning up The battle is less bruising when you’re talking with old clients We talked last week about some things you could discuss with your old clients. But rather than call...
I’ve been rebuilding the Generator website over the last few weeks. It’s been great, the site itself is simple, but it’s given me some good insight. Enough in fact to deliver three blogs. This week, something we all should avoid – the saggy middle… or custom versus...
