Tag: sales

What might be

FabrizioLeave a comment

If you only look at what was and what is to shape what might be, things are going to be extremely difficult.

At any point in time, the market is cluttered. It is challenging to compete with incumbents, new players, alternatives, and outsiders. If you want to excel, it is going to be an uphill battle, on many fronts, and more often than we care to admit we do not have a good enough product or service to win this.

If we take a look at the future from any point in time, instead, a wealth of possibilities open up. Among those is the market that is not cluttered now, but will be soon enough.

That is where you want to be.

Pull the plug

FabrizioLeave a comment

If you have a hunch something is not working, pull the plug on it.

And actually, we should regularly pull the plug on the things that take most of our time, and see which ones we are truly going to miss.

This is clearly really applicable when it comes to marketing tactics. If there is something you consistently put your budget behind, pull the plug on it for one month. What happens? When the impact on key metrics is zero (or close to it), you have a great candidate for costs savings.

Who knows where programmatic advertising would be if more companies would regularly pull the plug.

Changing behavior

FabrizioLeave a comment

Marketing is about changing behavior.

And what marketers often fail to grasp is that the change is not about a transaction. It is about a connection.

When you make it about a transaction it is the here and now, this is what we have, this is what you need, take it, here is how much it costs. Next.

When you make it about a connection it is about giving, this is for you, take it and enjoy it, and perhaps think about us the next time you need what we do.

Here is a brilliant example.

Choice

FabrizioLeave a comment

When you have the choice, when no one is watching, do you choose the product or service you are trying to sell, or one of the alternatives?

This might seem like an unnecessary question, yet honest answers could surprise, particularly when digging into the various uses a product or service is supposed to have. At the very least, it is a good way to set expectations on what can be achieved.

Bold models

FabrizioLeave a comment

The great thing about shipping content that matters to your own audience is that you can let them choose how much they are willing to pay for it. And in average, you will get a fair compensation.

Business models have been turned upside down in a world where everybody is a content creator. There is no reason to stick to what was working years ago or is working now for organisations that are different from your own.

Try something new. Be fair and bold. You will be pleasantly surprised.