One very useful tool we have to help understand how consumers make decisions is the 5 stage consumer decision-making model. The model proclaims there are 5 specific steps consumers go through in every decision they make. The steps, in order, are: Problem/Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Evaluation The developers of the theory go on […]
First, let me point out that I have LOVED Mad Men since discovering this television masterpiece back in 2007. Set in the 60s, it was a great tribute to that era and also a very aptly done salute to advertising’s contributions to popular culture while also pointing out how tough the whole creative process has […]
Just a little refresher course on how to know if marketing we’re observing is “good marketing” or not. I thought I’d do this by quoting some of my favorite marketing authors… “The goal of advertising is to sell more stuff to more people more often for more money” – Sergio Zyman “If it doesn’t sell, […]
Networking can be the most powerful marketing tool you have. This is because it puts you face-to-face with prospects, enables you to get to know all about how you can help them, then enables you to tailor your introduction to exactly that. When you network, you are the brand to those you meet wherever […]
Jack Welch gave me some of the best business/career/strategy advice I’ve ever received. Now, to be fair, he didn’t do it in one of our intimate conversations. Mr. Welch and I have never had any intimate conversations. Or any other manner of conversation. In fact, we’ve never even met. But I do consider him to […]
It’s very possible that even though you have a value proposition that would do your potential customers all kinds of good, they may not care one bit about it! So what can you do? You change the focus in such a way that it gives them something to care about! It may be that your offer doesn’t […]
What, exactly, is a brand? Simply put, it’s anything and everything your customer can associate with you. Your brand is the window, any window, through which your organization can be viewed. It’s any word the customer uses to describe you, and it’s any touch point your customer has with your organization. It’s also any […]
Many of the frustrations in marketing come from focusing on the wrong things. We ask the wrong questions, which in turn makes the problem we’re trying to solve seem that much more difficult. In fact, we often end up trying to solve the wrong problem in the first place! Consider a typical Restaurant owner. She […]
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