The Two Ways to Market: Right Vs. Left Brain (Part III) In marketing, as in leadership and creativity, there’s an ongoing tension between control and possibility, optimization and innovation, analysis and insight. This tension maps surprisingly well to the classic division of brain hemispheres: the left brain and the right brain. While neuroscientists have debunked […]
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The Two Ways to Market: Science Vs. Art (Part II) I have a legal client and got curious. I decided to review the literature out there – free and paid-for – relating to marketing for law firms. It got me thinking (more) about how marketing breaks down into two general camps of thinking. Why These
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The Two Ways to Market: Legacy Vs. Modern (Part I) Marketing is the act of connecting a product or service to the people who need it. But how we make that connection has changed—dramatically. As consumer expectations evolve, so must the way we communicate, build trust, and create value. Today, the divide between legacy marketing
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Guaranteed Marketing Wins, Regardless Of Your Sales Funnel Health, or Line Of Business Marketing, like fitness, can always be improved, regardless of the level you are currently at. We offer a mixture of cheap and expensive, low- and higher-hanging, improvements which – all things being equal – reliably deliver ROI-positive results. Guaranteed Marketing Wins 1)
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Deconstructing the Tiny Miracle Of A Sale It may be true that every time a bell rings, an angel gets its wings, but every time a sale is transacted, it is no less a (tiny) miracle. The voluntary intersection of supply and demand, of consumer and vendor, is truly something special. It’s an agreement and
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Repeat And Up-Sells Work For The Same Reason: Trust The Internet has opened the door to a cluster of new marketing practices, but it’s removed something basic, old, and fundamental: the trust conferred by having an address and interfacing with actual people. You can’t sell online or offline without trust. Marketers don’t often consider this,
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What Is ‘Inbound’, ‘Pull’ Or ‘Content’ Marketing? Put Simply: It’s Admitting Everybody Hates Paid Ads The Internet gave buyers more solutions, and more information about those solutions. The ‘Research’ and ‘Consideration’ stages of the Buyer’s Journey are driven entirely by buyers, and comprise 80% – 90% of that journey. It’s during this stage that they
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Google Injured Yahoo! Directories And Web 2.0 Delivered A Death Blow To Push Marketing For 90% of the Buyer Journey, buyers drive the sales cycle with Internet search, 95% of the time (whether B2B or B2C). But businesses ignore this reality, even if it means they’re marketing to customers in ways they, themselves, dislike. Most
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