When something new appears on the scene, such as television, mobile phones, Google, or gluten-free cupcakes, not everyone rushes out to buy them at once. Some people jump in feet first, others hang-back a bit, and some finally give in. A perceptive chap, Everett Rogers, looked into how new ideas catch on and an interesting
People often think more means more. The more information we have, the more options to choose from, the better the final outcome and the happier we'll be. Often, however, the opposite is true: the more choices we have, the higher our expectations become - and the more we worry about making the 'wrong' decision. Enter
When was the last time you tried on your customers' shoes? Have you navigated your own website recently? Followed your user instructions? Contacted your customer service at the weekend? If you're ever in doubt how to create value, simply figure out how to make life better for your customers. Then focus on that!
It’s crucial to know why someone buys from you. More often than not it turns out to be rooted in emotion. Without understanding the emotions involved, you can’t tell the story your customers want to hear. It might be: Necessity: Food, shelter, warmth Fear: Health insurance, home security, PayPal Fear of Missing Out: Time-limited offers,
The Difference Map, by the inspirational Bernadette Jiwa, is a one-page method for thinking about your business from a fresh perspective and figuring out how to let people know why your difference should matter to them. Ask and answer as many questions as you can for each of the six sections 1. Principles 2. Purpose
Your logo is quite possibly the most important element of your brand. Here are 4 things to keep in mind when evaluating yours: 1. Avoid anything trendy - you'll regret it quicker than you can say "fidget spinner". 2. Be distinctive - something that cuts through the noise, but doesn't confuse. 3. Is created with
Is to change peoples' feelings. Tony Hsieh, one of Zappos' founders, set out on a mission to position their company as the provider of the best customer experience. They set about making this a reality by ripping up the standard customer service measures that are often used (number of rings before the phone is answered,
Pricing (perhaps marketing's most overlooked P) is frequently not given the attention it deserves. Perhaps you take a look at your competitors and think "hmm, well if we charge a little less / a little more than them then ...", or "it costs this much to produce so let's stick 10% on top." Of course,
Here's a great example of a company that 'gets' where their potential customers are lurking! It pays to figure out creative ways to target your customers, great ideas don't always have to be expensive to implement! Does anyone know of any other examples of this sort of thing?
When people say their product / service is for "everyone" what they're really saying is it's for "no one in particular". If you're Coca Cola that's fine, but assuming you're not there are massive gains to be made by being clear about who your customer really is. So figure out whose problem you have the