Permission Marketing is a book (and an idea) by Seth Godin that is 20 years old this year. And yet, its message is still so powerful and actual. Permission is the opposite of interruption. With traditional media, people's attention is constantly interrupted with an advertisement, that basically asks them to focus on something they did not … Continue reading Permission marketing
When you research your audience's needs and wants, asking is only the first step. It is good to have a set of questions prepared to conduct either a survey or a live interview, yet the answers you will get will probably not be as insightful as you would have hoped. Often people struggle to elaborate … Continue reading Audacity and deduction
The inability to listen. The idea that by interrupting and telling your story people will be amazed. The practice of segmenting into hundreds of small niches to feed them whatever they want today. The ideas of optimization, hacking, ranking, fans and followers. The belief that data is better than interactions. The effort to second-guess needs … Continue reading What marketing is not
Before you set out to change something, make sure it needs changing. Elevators, for example, probably do not need dramatic improvements. Particularly in their user experience, they work fairly well. You are at a certain floor, you press a button to call the elevator, you enter it, you select the floor you want to go … Continue reading Some things work
If a customer (or a potential one) shows up with a request that is not in line with your procedures, processes, habits, or even product or service, the generous thing to do is to make an exception. If that requests gets asked more and more, than you have two options. Change your procedures, processes, habits, … Continue reading Exceptions and rules
There is a common belief, particularly in business-to-business organisations, that in order to be a good marketer you need to know the ins and outs of the product (or service) you are marketing. That is a myth. Much more important is to understand what problem the product (or service) is addressing, how high it is … Continue reading The product in the background
The way you treat people that gravitate around your business is as important as the way you treat people that are at the core of it. This below costs nothing, is caring and generous. It is beautiful, and tells a lot about how this company does work.