Today’s availability of technology means that any business in any industry can develop an audience through consistent storytelling. No longer does the company with the biggest marketing budget win the most attention. Businesses are now rewarded on the substance of their message and on the audience they can attract through the consistent flow of information, according to Joe Pulizzi in his book Content Inc: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.
Professional services firms have to recognize that they are no longer in business just to provide technically excellent products and services; they need to go the extra mile to anticipate, understand and deliver commercial solutions to their clients, in a manner and style that not only resolves their clients’ challenges, but also delivers a great experience in the process, according to Nigel Clark and Charles Nixon in Professional Services Marketing Handbook: How to Build Relationships, Grow Your Firm and Become a Client Champion.
Brands operate in sectors, and each sector is a separate playing field, according to Kartikeya Kompella in his book The Brand Challenge: Adapting Branding to Sectorial Imperatives. So, instead of trying to write a book on branding principles which are applicable to all industries, he assembled contributions from experts in a number of different sectors, to explain how branding in their sectors works. The 15 different sector experts who have contributed to the book include: (more…)
The most important thing in launching a crowd funding project is to plan your pre-launch preparation properly, according to Johnathan Leow in his book Crowd Funding Checklist: The 90 Day Action Plan for Turning Your Idea Into a Best-Selling Kickstarter Launch. You will have to do many things, such as crafting your product message, setting up the campaign page, and building a base of interested audience prior to launch.
If you’re an owner or manager of a small business, it is not enough just to offer high quality products or services; you have to do something to make potential customers or clients notice you. Jennefer Witter provides a wealth of ideas on how to attract an “unfair share” of attention in her book The Little Book of Big PR: 100+ Quick Tips to Get Your Small Business Noticed. Handy tips and case studies are provided on each of these subjects: (more…)
Getting bought is better than selling. Although our business culture promotes closing as the most vital element of selling, it is far more important for professional service providers to concentrate on opening a relationship in the right way and keeping it open for the long run, according to Andrew Dietz in his book The Opening Playbook: A Professional’s Guide to Building Relationships that Grow Results.
Digital has given people a way, for the first time in history really, to connect easily with an organisation, be it to laud and praise or vilify and complain; that digital availability is now becoming an audience expectation, which is why authenticity must become our lifeblood, according to Jason Thibeault and Kirby Wadsworth in their book Recommend This!: Delivering Digital Experiences That People Want to Share.
Organisations need a single, reliable guiding principle to ensure that all their marketing and communications efforts make a sustained impact, and that principle can be summed up in a single word: relevance, according to Andrea Coville and Paul Brown in their book Relevance: The Power to Change Minds and Behavior—and Keep You Ahead of the Competition. But most people tend to put too much emphasis on the practical aspect of relevance, and not enough on the social aspect.
The point of greatest peril in the development of a high-tech market lies in making the transition from an “early market” dominated by a few visionary customers to a “mainstream market” dominated by a large block of customers who are predominantly pragmatists in orientation, according to Geoffrey Moore in the third edition of his book Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Consumers. The gap between early and mainstream markets is what the author refers to as the “chasm”, and many entrepreneurial businesses have fallen into it.
While the ready availability of information on the Internet has made some types of sales easier, it has made other types harder. Customers have frequently completed their own diagnosis and prescribed their own solution before approaching your company, and it can be an awkward sales conversation if their self-diagnosis is wrong. Customers are no longer looking for the old style of sales conversation; instead they are looking for insights, according to Michael Harris in his book Insight Selling: Sell Value & Differentiate Your Product with Insight Scenarios.