What customer response do you hope for (and what will stimulate that response)?
What customer problem are you solving?
What is the real impact you will have on a customer’s life?
Why should the customer trust you?
Tag: marketing
People don’t give a sh*t about your marketing
If you are reading this, you are weird. You are weird because you give a sh*t about advertising. You notice when the ads you’ve made appear in front of you on the telly. You remember when your competitors’ ads pop up on Facebook … You have opinions about it … Now, it’s totally natural that you give a sh*t about advertising. Your rent or your mortgage depends on it. But that doesn’t make you any less weird. And this is a problem, because the people we are advertising to aren’t weird. They are normal. They don’t give a sh*t about advertising.
Lumen Research https://www.lumen-research.com/blog
Classic B2B marketing philosophy
A customer’s path to purchase will quite probably involve a series of questions. B2B brands need to predict and answer those questions.
Value selling 101
Jay: “what are you selling?”
Manny: “wrapping paper”
Jay: “wrong – you’re selling Christmas”
Scene from comedy series, Modern Family
A simple marketing truth: fame is critical
A poorly differentiated brand everybody’s heard of has a lot better chance of success than a well-differentiated brand nobody’s heard of.
Bob Hoffman, advertising legend
What we must offer customers
Brilliant marketing communications advice from advertising legend, Dave Trott…
“If we want them to pay attention, we’ll be entertaining.
If we want them to listen, we’ll be interesting.
If we want them to understand, we’ll make it simple.
If we want them to remember, we’ll make it catchy.
If we want them to do something, we’ll be convincing.”
Lovely advert for Swiss Army Knives
Absolutely no selling can ever happen if no one is paying attention. Boring is the enemy.
Derek Walker, advertising icon
Key questions for marketing leaders…
What part of our revenue engine is broken?
Do we need activity, or clarity?
Are we scaling, or testing?
Nuno Campos, marketing leader
Marketing communications better entertain or otherwise add value
We (marketers) forget that nobody’s seeking it (our advertising) out. They don’t want to see it. People fast forward through ads
Amy Ferguson, Chief Creative Officer TBWA\Chiat\Day New York (via Call to Action podcast episode 85)
Bite-Sized Marcomms 