Three Keys to Turning Your Postcard into a Keepsake
The most important reason for creating a postcard is for someone to hang to it. I have no interest in merely creating more stuff for people to throw in the bin as soon as they get home. It’s not wasteful for the environment and your marketing budget. Plus it diminishes your reputation. Instead you want […]
How to Create Potent Public Products: Postcards
In our earlier post on The Holy Grail of Marketing we talked about the possibility of having your customers pay you to promote your services. Whilst this seemed like an outlandish notion, we suggested that creating public products is a simple way to achieve this. One of the simplest and cheapest way to create a […]
How to Reach the Holy Grail of Marketing
Profit or Cost? Is your website a marketing expense? Whilst I’m not an accountant or a tax expert, the answer is usually ‘yes’. However, what if your website earnt you money instead of costing you money? You’d take that offer every day wouldn’t you? The same applies to the rest of your marketing. Does it […]
Three Ways To Turn Your Customers into Experts
Bad Photos This is a rather bad photo that I took at a wedding one day. Normally, I don’t show people my bad photos. And that’s my point. We don’t normally show people our bad work. And equally no one is going to say ‘Hey! What camera are you using?” or if they are, they’re […]
Three Ways to Initiate Your Customers
One of the first steps to creating a cult-like following around your brand or business is to initiate your customers. Creating and celebrating initiation ceremonies is a natural part of human culture and has been practised since we lived in caves. Classic examples are birthdays, weddings, christenings, graduation ceremonies and the Jewish bar mitzvah. Two […]
Five Ways to Make Your Brand More Exclusive
One of the biggest brand mistakes you can make is to try to appeal to everyone. Therefore, one of the keys to making your brand more powerful is to make it more exclusive. Here’s five ways you can make your brand and your business more exclusive. 1 Invitation Only Think of the classic country club, […]
The Biggest Brand Mistake You Can Make
One of the keys to having is a cult-like following is to deliberately create some division in your market. And great examples of this can be found in almost every sporting competition. In the Australian Football League (AFL), there is a team called Collingwood. And, Collingwood is your archetypal sporting team. They have a long […]
The Four Levels of a Cult-Like Following
If we want create a cult-like following around our brands and business then it helps to have some way to assess the qualities of our followers and fans. Here’s four levels of cult-like behaviour to give you a few clues as to what to look and strive for. 1 Use The first level is someone […]
How I Joined a Cult and Didn’t Know It
I think most of us are members of cults and we don’t even know it. Is that you? Are you a member of a cult? Usually, we immediately shake our heads and say, “Absolutely not!” Being a member of a cult is not really something you put on your census form. Play along and see […]
How to Create a Cult Following – Slideshow
Most of the time branding is merely cosmetic. It makes you look good but doesn’t earn you any money. A more powerful approach is to design the systems and touch points your customers have with your business – your entire business. Do this well and you’ll attract customers, build loyalty and generate referrals. In this […]