There is a time, in every marketing story, when the things you are working on do not deliver the expected results. Perhaps you have overpromised, perhaps the campaign is not effective as you imagined, perhaps a pandemic unexpectedly changed the rules of the game, perhaps your team is not as good as it should be, … Continue reading The most important moment
Tag: customer experience
Unlazy
Nobody gets really excited when you do things that everybody else (in your field, in your company, in your circle) is doing. And so, often getting noticed means going out of the boundaries that tradition and habit impose. It's never easy. For example, for someone to craft a "What's new" page for a Saas company … Continue reading Unlazy
Far-from-perfect
We are not in search of perfection, and yet we demand ourselves to produce perfection. The expectations we put on our work are often way higher than those our audience has. This happens in part because we often idealize our audience - and here's a reminder of how important it is to truly get to … Continue reading Far-from-perfect
The greatest failure
Sheer logic and numbers struggle to convince people that they need to act. When is the last time you have done something because of a wonderfully illustrated argument? When were you last impressed by the architecture and technology beyond a new piece of software? When have you last felt you belong in a percentage? If … Continue reading The greatest failure
Content frenzy
In the content frenzy of these pandemic days, there are few exceptions that stand out. What the people at Velocity Partners (B2B marketing agency) did in their last newsletter struck me. Here is why. It is possible to use a widely overplayed concept (Working From Home) and one of the most frequently felt feelings nowadays … Continue reading Content frenzy
The difference you make
Generosity and kindness work very well as a marketing tactic, particularly in times of uncertainty and discomfort. If you have something valuable to share, do it. But value is not measured on your income statement, in this case more than ever. It is measured in the impact you have on those you serve, in the … Continue reading The difference you make
One last time
Why would you design the inside of a package and fill it with content? Perhaps it's because it's cheap to do. Perhaps it's because you can. Perhaps it's because you want to signal status and quality. Or perhaps it's because you know your customers do recycle, they flatten the package to save room in the … Continue reading One last time
