Marketing Is Self Centred – Think Communicating Customer Value

Although marketing is supposed to be about finding out customer needs and delivering products and services as solutions to these needs much of it is self-centred and therefore doesn’t work.

I believe that focus on the customer needs to be put back into marketing.

There’s an old saying, “To catch fish, you need to think like a fish.”

If you want to attract, convert and keep customers, you need to learn to think like customers when they are making buying decisions.

That’s why I encourage you to follow the concepts of customer value management and strategy because it puts the customer – what they want and need – at the centre or the business as the focus for designing products, services, systems and processes.

Who’s Reading Your English Website?

by Paul Simister on November 9, 2011

I must admit that I am fascinated by my Google Analytics statistics – numbers and marketing combined – wow. But is your target market connecting with you as well as it could?

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I introduced the concept of order winners and order qualifiers in my article on key success factors and now I want to delve into this important topic in more detail. Order Winners, Orders Qualifiers & Customer Value Customers make their purchasing decision emotionally and logically on a perception of customer value for money.The unconscious mind […]

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The Irresistible Promise

by Paul Simister on September 29, 2011

The Irresistible Promise is step 2 of my six step profit formula. The Irresistible Promise Is An Update On The USP Once you’ve found your starving crowd, you need to make it an offer that is compelling. Mark Joyner calls it an Irresistible Offer. Theory of Constraints call it a Mafia Offer (an offer you […]

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Does Your Marketing Dazzle Like A Zebra?

by Paul Simister on September 6, 2011

If your marketing dazzles like a zebra, then potentially you’ve got a big problem. Let me explain. On its own, a zebra is a beautiful creature unlike anything else. You can think of it as a stripy horse but smaller.

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The strategy canvas is an essential tool to help you focus on establishing a differentiation based competitive advantage. It goes by different names –  W. Chan Kim and Renee Mauborgne call the Strategy Canvas in Blue Ocean Strategy, Cliff Bowman calls the Customer Matrix, I call a Customer Value Attribute Map and others call it […]

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Has Your Marketing Turned Into Anti-Marketing?

by Paul Simister on August 10, 2011

If marketing is everything you do in the business to attract, convert and keep customers and clients then what happens if your marketing doesn’t work? It may have become anti-marketing. What is Anti-Marketing? Anti-marketing provides a reason for your marketing messages to be ignored and for potential customers to leave you and existing customers to […]

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Let’s imagine I’m a statistician and I want to sell my statistical services to businesses. (I’m not.) Do you feel any urge to buy? I didn’t think so. You probably remember learning statistics at school and thought that it was a) confusing, b) boring and c) little practical use to man or beast. But you’d […]

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Sell The Sizzle And The Steak

by Paul Simister on May 25, 2011

It was Elmer Wheeler who famously said “Sell the sizzle, not the steak.” Elmer Wheeler is the author of the fascinating book “Tested Sentences That Sell” which shows how fragile the buyer’s mind is and how one way of something encourages a buying decision and a slight variation is rejected. Although I respect what Elmer […]

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Bullseye marketing is a powerful analogy for niche marketing and differentiating your business. Imagine You Are A Buyer I’d like you to put yourself in the shoes of a potential customer looking for what you sell. You have some idea of what you want or need so you go out looking. You see something but […]

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Any Woman Will Do Says Desperate Man

by Paul Simister on March 11, 2011

It is very tempting when you are starting a business to cast your net too widely and to try to appeal to many different types of customer. The problem is that by being so general, you finish up talking to no one. I think it’s easier to see how crazy this is by stepping out […]

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Marketing Bingo Or Yellow Pages Bingo For Accountants

by Paul Simister on February 14, 2011

Yellow Pages Bingo or Marketing Bingo is my game for checking that your marketing hasn’t fallen into the trap of being too similar to your competitors. This is a practical example of applying Yellow Pages Bingo to the Accountants market. In this blog I look at the Yellow Pages for accountants in Central Birmingham. I […]

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