Say what they want to hear, and how they want to hear it
If you want to know how to do great marketing, follow this advice from Jonathan Lister: “Speak to your audience in their language about what’s in their heart.” In other words, when you do marketing, [...]
Turn yourself from a threatening stranger to a trusted friend
If a stranger sat down next to you on the bus and tried to sell you life insurance, how likely would you be to buy it? On the other hand, if you bumped into an [...]
Use internal marketing to motivate your team
Three men were working on a building site. They were asked what they were doing. The first said: ‘I’m laying bricks.’ The second said: ‘I’m blowing glass.’ The third said: ‘I’m building a cathedral.’” You [...]
Use marketing to break down their resistance
Customers have an anti-persuasion forcefield. Even if you’re honest and your products are magnificent, the customer's default position is to reject your claims. The way around this is to avoid having to persuade them. If [...]