Why saying you’re brilliant is considerably easier than actually being brilliant. Marketing is, when you strip away the dashboards, funnels, algorithms and suspiciously complicated diagrams, essentially a promise. We can help you. We’re good at this. You can trust us. Businesses spend enormous amounts making these promises. Advertising campaigns are created. Websites redesigned. Brand propositions…
Book Review : The Customer Experience Book by Alan Pennington. Businesses spend an extraordinary amount of money persuading people to become customers. Advertising campaigns. Social media. Websites. SEO. CRM systems. Brand strategies. Carefully crafted emails containing the recipient’s first name to prove that everything is now “personalised.” And then, having finally convinced someone to buy…
Why your beautiful brand guidelines are powerless against Dave in customer service having a bad Tuesday. Businesses spend a remarkable amount of time deciding what their brand should be. There are workshops, mood boards, strategy documents, brand guidelines, colour palettes, and font discussions of such astonishing intensity that you’d think civilisation itself depended upon whether…
What if your most effective marketing campaign isn’t an advert at all? In this episode of The Overthinker’s Guide to Modern Marketing Podcast, Sean Makin explores why customer experience has become one of the most powerful forces in modern marketing, and why every interaction with your business now has the potential to shape your reputation.…
Why buying eyeballs is much easier than winning hearts. There is a thriving global industry dedicated to attracting your attention. They want you to click on something, and they want it to happen right away. Google would like your attention. LinkedIn would like your attention. TikTok would like your attention. Facebook would like your attention.…
In modern marketing, people often think that if someone likes your post, comments, shares it with colleagues, or even gets your company logo tattooed somewhere visible, that person is truly engaged. But apparently, everyone else isn’t considered engaged. That’s a problem, because a large part of your audience is doing something much less noticeable. They…
Book Review : Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath. Some ideas disappear almost immediately. Others hang around for years. You can forget an entire presentation before you’ve reached the car park, yet somehow remember an advertising slogan from 1997, the plot of a film you…
Why your customers are quietly keeping an account you didn’t know existed. Somewhere between your website, LinkedIn page, podcast, email newsletter and the slightly neglected blog article you published seventeen months ago, your business has a bank account. You won’t find it on the balance sheet. Your accountant has never mentioned it. There is no…
Book Review : Hacking the Human Mind by Richard Shotton and MichaelAaron Flicker. There are two kinds of books on marketing. The first promise to make known “the secret” for influencing customers. The second point is to explain that neither your customers nor you were ever making completely rational decisions from the start. The book…
There has never been a better time in human history to get someone’s attention. There has also never been a worse time. This is one of those peculiar contradictions modern civilisation produces, like having 147 television channels and nothing to watch, or owning a device capable of accessing almost the entire sum of human knowledge…