Interruption without irritation

In Advertising, Content marketing, Direct Marketing

3 Min read

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How do you make the the first connection with a customer? Seth Godin introduced the idea of Permission Marketing. Earn an audience’s trust through consistent, anticipated messages. This happens when you subscribe to a podcast or blog. It happens when your garage send a card in the post reminding you that your MOT is due. Permission marketing is the act of offering something valuable in exchange...

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You can’t persuade most people

In Persuasion

3 Min read

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You can’t persuade most people and you shouldn’t try. Most people don’t want what you have to sell. Most sales calls end in failure because the product isn’t right for the person across the table. Your job isn’t to persuade any person on the merits of your product. Your job is to identify the problems encountered by a certain group of people and deliver a product that addresses this problem. Not...

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Why the element of surprise is critical to your campaign

In Consumer Psychology, Direct Marketing

4 Min read

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And how snail mail can beat online When was the last time you sent a letter or parcel as part of a marketing campaign? It may be more expensive than online methods, but it’s also probably the best channel you’re not using. Daniel Kahneman tells us that surprise is “an indication of how we understand our world and what we expect from it.” Surprise is when something happens that we weren’t...

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Noisy channels – How do you breakthrough?

In Consumer Psychology

5 Min read

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The lifespan of every communication medium follows the same pattern. You answer when the phone rings because someone wants to speak with you. One day, you receive a call from someone trying to sell you something.  The first call is fine, you may even buy from them. The next week you get two sales calls, then three. Now you start screening calls. You start to recognise the click sound when...

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How does social status work in B2B?

In Consumer Psychology

7 Min read

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On many occasions, I’ve found myself vigorously defending my side of an argument. I’m sure you have too. But have you ever surprised yourself by the vigor of your argument when moments earlier you didn’t even realise you had a side in this particular debate? I remember when a friend wrongly assumed a had a soft spot for the Welsh rugby team (I don’t, I support England). I started defending the...

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