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Turn Customers Into Fans: Start with the Why

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To Earn The Trust Of Your Customers You Have To Explain The “Why” Marketers have become really good at explaining product features. Go to any number of eCommerce websites or B2B vendor websites and you’ll find scores of product and service descriptions. The focus is usually on features such as: Intel Core i7 Processor Breathable mesh upper Spring-back lumbar support These features are...

The Consumer’s Mind: We Make Irrational Decisions

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Do you know the reason casinos make money? It’s pretty obvious. The odds are in the casino’s favor. Stretched out over the long-term, casinos have a mathematical advantage over gamblers. Gamblers know the odds yet even when they’re ahead they continue to bet knowing the odds are against them in the long run. Why do gamblers do this? It’s known as escalation of commitment. Gamblers that are...

Embrace Your Differences To Get More Customers

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Mark’s Wearhouse doesn’t try to be everything to everyone. They narrow their focus and developed a brand that was truly different. Do you remember those Mentos commercials from the ‘90s? They were cheesy and awful, yet people remembered them and the campaign helped Mentos become a favorite breath mint around the world. Mentos commercials followed a formula of having people put in awkward...

Brands Becoming Smarter With Real-Time Marketing

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It’s amazing how fast brands respond to world happenings today. Thanks to tools like Twitter, instant messaging and other technology, information moves quickly. As a result, brands are adapting to produce content in real-time and it’s making for some great marketing and advertising efforts. Recently, I came across an interview with Noah Brier of percolate on eMarketer. The entire interview is...