CategoryMarketing

HP ink cartridge customers

Love this take from the Sizzle regarding customers who purchase consumables of a brand. Essentially: the brand considers you as an investment when you purchase a printer (ie they’ll make a return on you in the future when you keep purchasing more ink). Whilst it’s definitely true (as it is for all companies that sell a loss leader – as most printers are), customers generally...

Content Quantity starts to repel

I’m a big Alex Hormozi fan. Have been for a while. However, I’ve noticed a change in my response to his content, as it has grown in quantity lately (ie last year or so). Whereas before I used to watch all his clips, especially YouTube, these days there’s soooo much content that I don’t watch any of it. There’s a strange feeling of overwhelm that dilutes the perceived...

Plagiarism as a Strategy

We received this request a little while back: The email had a competitor’s brochure attached. Essentially the brief was: take the competitor’s brochure, switch out branding, spin the content. We declined (of course). I’m all for taking inspiration from others, but it’s concerning when a company has no differentiation and instead feels that copy and paste is a worthwhile...

Consultant versus Coach

Useful clarity from Chris Marr in his book Becoming an Authoritative Coach: Have been reflecting on this in terms of both clients and team members. For clients = we are consultants (may be different for your business though) For staff = I need to be more of a coach (as do the senior leadership team) The trap I often fall into is trying to solve the problem for a team member, instead of coaching...

YouTube views going down

I use a Chrome extension (called YouTube digest) for summarising YouTube videos so I don’t have to watch them. It saves me me hours. But here’s the thing: assume most other people are either already doing the same, or will be soon (or using Bard or other tools). They are essentially taste testing to decide if they’ll consume (some of) the full meal… Which is one of the reasons...

HubSpot versus Salesforce

In this post: HubSpot partners making bold claims about HubSpot versus Salesforce Business sophistication (not size) is the key Salesforce clarity HubSpot’s direction A reasonable response Footnotes (including HubSpot gaps) Bold claims I’ve been a little puzzled by some of the posts I’ve seen on LinkedIn, over the last year or so, by HubSpot Partners making comparisons between...

Misleading statistics

Just received a newsletter from someone I follow (and admire). The subject line was: Improving my sales conversion by 39.7% Like the sucker I am, I dived in, keen for the learnings… Here’s what the results were based on: 301 page views, across two variations (yes, that’s just 150 page views on each) One had 6 conversions The other had 8 conversions That’s it! This is such...

Any 13 year old could do that

Saw a post on Threads lamenting how non-marketers often underestimate just how hard marketing is – in the post the activity in focus was social media management. Here’s the post: Every so often, one of my posts about the struggles social media managers face will make its way outside of marketing circles and I’ll get replies like “How is posting on social media a real job...

Strategy for Show

Seeing a number of small to mid-size companies rolling out ‘initiatives’ purely for show. Usually driven by people within the company feeling the need to be seen ‘doing something new’… Digital transformation projects are a good way to disguise this. As are branding projects. Why? Because the easiest way to be seen to be doing something is for it to be easy to point to eg new website, new...

Archives