The key to successful communication
Actually it is three keys, which taken together make for a potent mix. It should be easy, but it seems to be hard, judging by all the rubbish I see around. There is just so much messaging out there that fails to deliver any useful message, despite the money, time and...
How to build a brand with little money
Following is an edited version of a presentation given to a group of owners of small businesses struggling with the challenges of building a brand on very limited budgets in competitive markets. This is a challenge most of my readers can relate to. It is not easy, but...
How to get lucky!
'Getting lucky' has some pretty specific connotations in Australian vernacular, but has much wider implications in business. My old dad used to say "the harder I work, the luckier I get". He would usually be saying it as he reached for his last bob while playing a...
Train dogs, educate people.
That phrase, 'you train dogs, but you educate people' was used to me years ago by Harvard professor Jim Hagler, making the point that education involves nurturing the ability to think and question while training is simply enforcing a repeatable routine. Both have...
Where will the retail gorillas make profits tomorrow?
Coles and Woolies are locked in a battle for share of the customers wallets and throats that becomes more complicated every day. The competitive landscape has changed. The old model of them against each other and independent wholesaler supplied groups, has been spiced...
7 steps before the close to double conversion rates.
Sales people for 100 years have been coached on how to do a close, often after a mini close or two. These techniques all have their place, and in the past have worked enough for them to become the default, after all it is a numbers game. However, when you last looked...
Are Woolworths new “Essentials” really essential?
Woolworths have announced a change of their 'Homebrand' range of housebrands to 'Woolworths Essentials' a more 'upmarket' housebrand. If that is all that is happening, will this just be putting lipstick on a pig? The strategic and competitive challenges facing Woolies...
How to find your keywords, for Free!
Pretty much everyone engaged in the 'content wars' have some level of focus on keywords. It makes logical sense to include them in your headlines, and body copy where appropriate, and while 'keyword stuffing' now brings the wrath of Google down on you, being sensible...
4 essential marketing success factors.
I originally studied to be an accountant, it seemed logical at the time. My dad was sort of an accountant, taking over the family small business after he returned from the rumble in New Guinea in the 'forties'. He was the only son, taking over the family business was...
Selling is still social
Well may you ask, has it not always been so? Sales has always been at least somewhat social, the old 'not what you know but who you know ' sort of process. However, the last decade or so things have become so competitive that the numbers have taken over, and we often...