Whenever I do a live presentation I include a bunch of shots of businesses that through their signage display a disconnect between their identity and their messaging. In other words, they aren’t saying who they really are. (And that, as we know, hurts business. If you’re not sure what it is, you aren’t buying it.)… Continue Reading Yes, but what do they DO?Details
Why do we always strive to uncover hard performance numbers for clients? Because numbers (facts) help determine what actions clients should take, as this analysis of classic “Star Trek” proves. What’s the takeaway on this story? That if you’re part of the engineering crew, you very much want Kirk to hook up with alien women.… Continue Reading What “Star Trek” teaches us about the value of hard numbersDetails
Renegotiate. In this case, I just got off the phone with Pitney Bowes, whose monthly fee to us for our postal meter had crept upward from someplace in the twenties to $32.46, and who now sent us a polite letter informing us that they were automatically signing us up for a $15.99 annual fee for… Continue Reading How to make $600/hrDetails
On the other hand, perhaps the Microsoft Surface isn’t so cool.
There’s the money, of course. And then there are testimonials like this: Dear Counterintuity: Remember me? Just about THIS time last year I was in the middle of a set of changes that were huge. REALLY BIG change is difficult. Maybe this is no testimonial, but my only ‘jumping off point’ problem was fear, there… Continue Reading Why we do what we doDetails
Last week I saw a former colleague I hadn’t seen in a couple years. She’s now with a new company. The next day I emailed her to follow up. Since then, she’s gotten our Counterintelligence newsletter. So that’s one personal contact, and one (monthly) semi-automated contact from us. From her end, I got a robot… Continue Reading How to shrink your prospect listDetails
“Action.” That’s what comes next. It’s always good to remember that when it comes to your marketing, what you want is for people to take action. You want them to do at least one of these things: buy something sign up for your email newsletter contact you download a white paper or other resource watch… Continue Reading Lights, camera… then what?Details