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Marketing

Marketing

Different Boats for Different Folks

There’s many reasons to buy a boat. Someone who wants a rush will buy a speed boat. Someone who wants to party will buy a pontoon boat and someone who wants to fish will buy a fishing boat. Though…

Marketing

Word of Mouth

Please Don’t Tell is a cocktail bar in NYC that was recommended to me by 3 different people. If it wasn’t for the recommendations and the directions there’s no way I would have found it. The bar doesn’t have…

Marketing

Stories, Rituals and Power

Take a look at a court room. The people at the front wear long black robes.  They give each other the “judicial handshake”. They’re all seated by seniority with the judge in the middle sitting higher than everyone else.…

dragon
Marketing

Safe is Risky

Last week my Facebook timeline was filled with pictures of a giant mechanical dragon that came to my city. It was the talk of the town and was in every news outlet. The problem with playing it safe these days…

viral
Marketing

How to Spread Your Ideas in 3 Steps

Ideas spread through our culture in a similar manner as infectious diseases do. There are two components that make a disease spread rapidly. How strong the disease is in contracting each individual How easily it is transferred from person to…

measurers1-measuring-tools-for-any-job
Marketing

Measuring Your Content Success

When I owned a fitness club, the success of the club was measured by the amount of memberships we sold. But I started to notice that less than half of the people who bought a membership ever showed up.…

Marketing

Lego Isn’t Selling Bricks

Lego has a patent on the circular tube you see under the brick. That circular tube allows a brick to connect to another brick when it’s off centre. That tube makes for a possible 915 million Lego combinations. Making…

reach customers
Marketing

How is Your Customer Likely to be Reached?

When I owned a fitness club it was next to impossible for people to reach me. My staff and managers knew never to give out my phone number and if someone cold called me they were screened by two…

Marketing

Why Are You Not Blogging Yet?

Building a personal brand is a powerful thing these days. I run into people all the time who read my blog and tell me they’ve been meaning to start blogging yet never do. They’re stuck in the details of…

Marketing

How to Know What Will Stick

Writers, producers, musicians, comedians, entrepreneurs all want their art to stick. But how do you know what will stick? The answer is: You don’t know until you put your art out there. And of course you need to be…

Marketing

On Context

A man fell into a river while another man sat on the riverbank relaxing in the sun “Help, I can’t swim! I can’t swim!” yelled the man in the water. “I can’t either,” said the other man “But I’m…

Marketing

Pragmatic Marketing

I had a call with Stephen, the CEO of qfit today. He started marketing his software to fitness club owners. When I first talked to him about marketing the discussion was vague. But today he knows that for every…

Marketing

Growth Strategy

This guy just zoomed pass me on his bike. People think of Uber as a cab company. But Uber doesn’t sell cabs it sells convenience. Everything is more convenient with Uber. The payment, the rating. The fact that you…

Marketing

What Business Are You Really In?

Nike doesn’t sell shoes. It sells inspiration. Jack Daniel’s doesn’t sell alcohol, it sells honesty. Lego doesn’t sell plastic bricks, it sells creativity. People don’t buy products or services. They buy the feeling they get from them.…