How well does your product speak (SCREAM!) its value to customers?

marketing communication, product development, product management, product strategy, products0 Comments

Shy products are losing products.  Your product must SHOUT! its value to customers on an ongoing basis.  Whether your product is an app, an insurance policy, an energy-saving service or providing IT support, it is essential that you develop a strategy to communicate the value your product is providing customers on a recurring basis, particularly as part of a customer’s … Read More

What is customer segmentation?

attrition, direct marketing, marketing communication, retention, segmentation, target market

Like so many buzz words in marketing, “segmentation” is one of those that is interpreted by folks to mean many different things. If the word “segmentation” were blurted out in a room of 20 business people, chances are it would conger up 20 different images of all colors, shapes & sizes. So what is segmentation and how can it propel … Read More

An ode to Robert Cialdini, the father of social influence

influence, marketing communication, persuasion, psychology

“Influence: The Psychology of Persuasion” is one of my favorite business books of all time.  As someone who has always been fascinated by those factors that most influence behavior & decision-making, I’m naturally interested in the “art of persuasion”.  Not to mention the little fact that persuasion, done well and through an ethical prism, is a key success factor for … Read More

Marcom case study: the “Hyatt Shuttle” of New York’s Grand Central Station

marketing communication, segmentation

It’s not often these days I’m stopped in my tracks (no pun intended) by an ad or related form of marketing communication. Most of them seem to fuse with the background becoming invisible in mere seconds. This week was an exception, however, and it underscores one of the core principles any marketer should keep in mind when crafting effective marketing … Read More

Show-Don’t-Tell Marketing: enhance your marketing communications by using “picture-words”

copy, marketing communication, segmentation

“Show, don’t tell!” Yes, that annoying piece of feedback you received from your your 6th grade English teacher in creative writing class is as important for marketers to practice as it is for writers of fiction. Let’s illustrate the point by looking at the following tag lines: “Use Lowenstein’s fertilizer and ensure the health & vitality of your lawn!” “Use … Read More