Got an interesting newsletter from Peep Laja at Wynter.com this morning, that got me thinking of the marketer's dilemma. If a marketer does boring and safe, nobody will object. If they do as it's always been done. If they use terms like productivity, efficiency, streamlined, best-in-class, seamless. Even when every one at the table has … Continue reading The marketer’s dilemma
Tag: customer experience
Overestimating
We are bad at communicating in written form. We overestimate our capability to share meaning via a written message, and most importantly to share the underlying emotions, mainly because we fail to understand that our audience is often in a different state of mind. Two considerations. If you are about to send a written message, … Continue reading Overestimating
On hold
When we hear, read, or consume content, all we get is often about us. Our fears, expectations, experience, knowledge. What we think about the author, about the medium, about the source. The day we are having, the day we are not having. Likes and dislikes. How confident we are today, what we have been told … Continue reading On hold
Squeezed or integrated
There are two ways to do product marketing. Reactive product marketing is when product marketing is squeezed between departments. Product marketing managers react to the needs of the other parts of the organization. When product releases a feature, product marketing has to find a way to communicate that feature. When sales targets a new type … Continue reading Squeezed or integrated
Words
When you write copy for a website, a landing page, a brochure, a banner, an email, or any other marketing or sales material, this is a great piece of advice. Except, you should actually ask that question at word level: what is this word supposed to do? Words take up precious space on screens, and … Continue reading Words
All-encompassing
When you are sending a message to the mass, the tendency is to make it as all-encompassing as possible, and by doing that you probably fail to make it relatable, motivating, effective. A great example is what happens every year when companies share season's greetings with their audience. And as it is possible to send … Continue reading All-encompassing
Kindness
Kindness starts from understanding that we are not alone. That despite our uniqueness, the pain we feel, the challenges we face, the preoccupations that keep our mind busy are common. That what we are going through is the reflection of what our neighbour has lived for the past six months. That the person who does … Continue reading Kindness
Alignment
Every single company is on a mission to talk about value. Value proposition, value selling, value chain, added value. And (almost) every single company fails to appreciate what value is. That's because value is defined not by your management, but by your customers. It is not about increased productivity or improved workforce efficiency, but it's … Continue reading Alignment
The greatest illusion
Here is an extract from the lawsuit that is rocking social media, particularly interesting for marketers. 253. For example, as a result of Facebook’s unlawful conduct and harm to competition alleged above, advertisers are harmed by a lack of transparency about Facebook’s reporting metrics, inability to audit Facebook’s reporting metrics, unreliable metrics due to Facebook … Continue reading The greatest illusion
Feel, think, and behave
If you tell me you will increase my productivity, that's an idea that comes and go very quickly. If you tell me you will cut the time it takes me to translate my research into deliverables for my stakeholders, that's a much more difficult idea to shake off. If you tell me you will improve … Continue reading Feel, think, and behave
