SELLING = EMPATHY

Selling is about empathy. To do it well, you need to care enough about your customers to know them and understand them.

YOUR CUSTOMER’S JOURNEY DOESN’T END AT CONVERSION

Understanding customer’s needs and how they shop your category is critical for every part of your business. However, if all you do is focus on conversion, you’ll end up with a leaky bucket.

Stop making content YOU care about*

3 steps to make your content plan more engaging to your consumer I check out and consume a lot of … More

WHO ARE YOU FOR?

So many marketers and business leaders I meet define their strategy in terms of their product attributes. They rattle off … More

MARKETING IS A SYSTEM*

I’ve written before in this space about how, for so many organizations, marketing has become an overwhelming series of tactics, … More

MARKETING CAN’T POLISH A TURD

Over the years I’ve been asked by clients, sales partners, and C-suite execs to create marketing campaigns for “turds”. A … More

EVERYONE THINKS WHAT THEY DO IS UNIQUE. BUT IT’S NOT.

It seems like every company I work with, every leader I speak to, all says the same thing – “we’re … More

THE PURPOSE OF PURPOSE*

The concept of brand purpose has lately been taking on a lot of water. After widespread growth of the practice … More

EVERY MARKETER NEEDS TO BE A CONSUMER MARKETER

Regardless of what they’re called, every marketer needs to be driven by consumer understanding, data and insights about them, and a focus on addressing their needs.

WHAT IS MARKETING? CONNECTIVE TISSUE*

Marketing today is more complex, varied, and pressurized than ever. Teams I’ve worked with say they are busier than ever … More