The benefits of having a brand story. Research shows that if you use stories in marketing, you get better results. But there are very few practical examples of how to do so. For many businesses, knowing how to use a story effectively remains a mystery. What is StoryBrand? StoryBrand is the first framework designed to…
This is why storytelling is vital for your marketing success Every marketer dreams of cutting through the noise so their brand message is heard, but that’s not easy. Why? Because our customers are humans. And, unlike computers, human brains aren’t rational; they don’t make decisions based on hard data and algorithms. So, to understand how…
Google analytics. Let’s face it; most people dig around in there for a little bit, get lost and come out again. Not only is it a confusing mix of graphs, charts and unfamiliar language, but it only tells you WHAT is happening. Whereas what you really want to know is, “WHY is that happening?”. It’s…
You can’t target everyone. One of the biggest mistakes that most businesses make in their marketing plan, is by thinking they can. They believe that their target market is defined as the people they want to sell to. So they cast their net too wide, thinking “I want to sell to everyone”. Let’s re-frame that….
A good marketing plan should be as much about defining what not to do, as it is about deciding what you should. When in the planning phase, one of the hardest things is to decide which action to take going forwards. You’ve brainstormed lots of ideas, but if you chase them all, you’ll likely be…
Your words matter. Clear marketing messaging is the key to business growth. Yet, less than 1% of businesses are estimated to be able to clearly state why they should matter to their customers’ lives. Being able to explain this clearly and succinctly makes your products and services easier to sell. It’s your route to growing…
In today’s COVID world it is more important than ever to make the most of any marketing opportunity and build relationships with customers that endure over time. Small businesses have to figure out what works so that their precious resources (time and money) are spent in all the right places and building loyal relationships is…
Sadly, a lot of marketing today is a waste of both time and money. The reason is this: businesses start their marketing campaigns by planning what they are going to do, rather than what they are going to say. It’s all too common to hear: “Let’s do a video.” “We’ll run a Facebook advertising campaign.”…
Do your brand communications suffer from your “curse of knowledge”? Have you ever visited a website or watched an ad and thought to yourself, “I have no idea what this business sells,”? If so, whoever wrote that copy had likely fallen victim to the curse of knowledge. It’s when a business speaks in a way…
We always assume that the best products and services are the ones that will win in the market place. We believe that as long as we offer the best services to our customers and clients that they will buy from us. This simply isn’t true. Here’s why. The simple fact is that many great products…
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These 11 questions will give you the focus you need:
No thanks, I’ll let my competition get ahead instead
