Heuristics #11 – Communicators
Get them to get it! The Context People communicate every day. Communicators remain confident that their messages are being received and understood. Many receivers however remain confused or indifferent. Whether or not you ‘get them to get it is a bit of
Customer Needs
Not all Customer Needs are Equal Abraham Maslow, a specialist in human behavioural psychology, developed a hierarchy of needs in 1943. The hierarchy was originally developed to assist in explaining the connection between basic human needs and human desires. Maslow’s theory
Content Writer’s Portfolio
The Context Appointing a content writer, whether on a contract or as an employee, can be tricky and rather costly if not successful. Ideally, you want a newly appointed content writer to start adding value within weeks. Conversely, you would like
Let your Staff Push-back
Let your Staff ‘Push-back’ to Improve Effectiveness The Context Observing, or experiencing, inept people is not uncommon. By this, I mean ineffective (not doing the right things), inefficient (not doing things right) or incompetent (unable to do things right). Relying on people’s
You Don’t Need Value Proposition
You probably do not have to create a Value Proposition What questions does a useful value proposition answer? It is a statement that addresses topics such as WHO your ideal customers are, WHAT specific need they have, WHICH of your solutions
Marketing Metrics
The Context Sound management and resource allocation require that we measure marketing outcomes. We cannot measure everything and should not try to measure all that we can. In marketing, there are Process Metrics (friends, fans, likes, followers, page views, unique visitors)
FOBI – A Pleasant Fear
An abbreviation is a truncated word; an acronym is made up of parts of the phrase it stands for and is pronounced as a word; an initialism is an acronym that is pronounced as individual letters. FBI (Federal Bureau of
Intentional Segmentation
The Context The purpose of market segmentation is to enable a company to differentiate its products and messaging and precisely reach targeted customers who have specific needs and wants. It allows the company to increase its overall efficiency by concentrating available
Create Content or Curate Content
That is the Question Content creation is the process of identifying topics that you believe your target audience will find interested in and then generating compelling content around these topics. Content curation is the process of identifying topics that you believe
Marketing starts with…
... Segmentation - a B2B Perspective Market segmentation is a process of grouping a diversified market into relatively more congruent segments based on certain criteria. It is not a new concept and certainly does not warrant more discussion at a concept