Blog

June 2010 - PS Insights

THE BIZ OF BUZZ

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Nothing’s more powerful than what customers tell other customers. Do you have any idea what your customers are saying about your product or service? Start by checking the blogs. Google your company’s name with the words “blog [name of company]” and see how many hits you get. Spend some time reviewing the top ranked hits. Then go to those blogs and see what they’re saying about you. Once you know, fix what they’re telling you is broken.

THE CONSUMER HAS A LIFE – REACH HER IN IT

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She’s not waiting around for your message. Find her where she lives and engage her there. And not just where she resides, but where she lives: at work. At play. Shopping. Leisure activities. There are a thousand new out-of-home and digital media alternatives these days. Find the ones that reach your audience and start using them. Be there…where she is.

NOBODY WATCHES CABLE TELEVISION

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We watch television. Are you making distinctions in your industry that your customers don’t care about? Take a look at your business through the eyes of your customers: review your marketing materials, your literature, your sales techniques…every aspect of your business. Then remove any “insider speak” that’s slowing down your key sales and customer benefit message(s).

CREATIVITY CAN SOLVE ANYTHING

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We attended the AAF National Convention last week in Orlando, FL, speaking and moderating a panel entitled “What’s Your Big Idea?” Ari Merkin, Exec Creative Director of Crispin Porter+Bogusky was on the panel and had a simple slide that said, “Creativity Can Solve Anything.” What a wonderful mantra. His belief in the power of creativity is absolute and unwaivering – and it’s a lesson for all of us. If you believe in the power of creativity, you’ll ALWAYS come up with an outstanding solution. So the next time you’re stuck on a seemingly intractable problem, remember Ari’s words – and you’ll be surprised at the solution you’ll come up with!