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There’s a sucker at every table

If you’re not sure who the sucker is, it’s probably you. That old poker maxim can easily be applied to the game of advertising.  For instance, could your ads be stacking the deck against you? There’s one way to find out.

Let’s say your ads don’t play out as expected. Was it the ad guy? Maybe. The product? Possibly. Most often, though, advertising failures are the result of weak offers; ones that push what you wish customers were thinking instead of speaking to what’s really in their head.Continue Reading

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Be reliable
Do what you say as you say every time

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It seems a little thing on the surface. After ringing up your purchase at My Fit Foods, the person behind the counter carries your purchase to the door, many times even to the car. It’s surprising because it’s a level of service you don’t expect. That’s customer delight.

In this age of self-serve everything, encountering service once taken for granted is delightful. What’s equally remarkable is the consistency of this customer experience at every My Fit Foods location I’ve visited. “It’s something we’re known for,” says Store Manager Jason Smith.

Advertising brings in prospects. Service creates customers. Customer delight builds loyalty. Does your team reliably delight customers? That’s why reliability is one The Ten BE’s of Better Branding.

The triangle of combustion: why websites aren’t advertising

Ask any Boy Scout how to start a fire. He’ll tell you it’s a triangle: fuel, oxygen, and heat. Get enough of all three and you get a fire.

There’s a triangle of combustion like that in advertising: message, delivery, and engagement. Getting that triangle right will light a fire under your sales. Message is fuel, delivery is oxygen, and engagement generates heat. Ignition comes at the moment of conversion, when a visitor becomes a customer.Continue Reading

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