ARCHIVE — Evangelist Marketing Minute Newsletter

What Business Are You In?

  The best marketing comes from companies that are on offense. These companies — Apple, Amazon, and Netflix, for example — are confident and sure of their value. They communicate with their market relentlessly and with grand language. Conversely, most companies — and most of you reading this — market from a defensive posture. You…

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Going on Offense

The best marketing comes from companies that are on offense. These companies — Apple, Amazon, and Netflix, for example — are confident and sure of their value. They communicate with their market relentlessly and with grand language. Conversely, most companies — and most of you reading this — market from a defensive posture. You compare…

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You Don’t Have a Steve Jobs

It’s the start of a new quarter for most of us, and much of the world has been setting record high temperatures. New beginnings are in the air, so let’s take this moment to revisit how you present your products and your company to the world: Is your language compelling to customers or your engineers?…

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How Are Your Lists?

  The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. Your email address is never shared, with anybody, for any reason. Good lists of current and prospective customers are one of the differentiating variables between success and failure in our business. I’m always…

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Relentless Direct Communication

The Wall Street Journal reported last week that the top 100 retailers sent an average of 177 emails to customers each in 2011. Some, like Nieman Marcus, sent more than 500 emails last year! You don’t need to send hundreds of emails per year, but you should be aggressively building lists of customers and prospective customers. This…

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Better Than You Think

I work with companies from startups to the Fortune 500s — in fact, at the moment, I have active projects going with several in each of these two categories. Here’s a consistent truth that I find in with nearly every consumer electronics company I’m involved with: the public’s perception of the company is more positive than…

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How Consumers Perceive Your Products

Ninety percent of all consumer electronics products and services are perceived ascommodities. These products are seen as being nearly identical to the products they compete with. These are nearly all HDTVs, all computers but Apple’s, all point-and-shoot digital cameras, etc. If you’re perceived as a commodity, all you have to compete on is price. Nine…

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How to Create Powerful Messaging

The most powerful messaging you can create comes from the words of your market. You have to spend time qualitatively interviewing your customers one-on-one — and the customers of your competition — to understanding what’s thrilling, compelling, emotional, fascinating, and motivating to them. The goal is to understand how they use, think about, talk about,…

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Build on Your Strengths instead of Focusing on Weaknesses

In my experience with clients, particularly those in the consumer electronics business, the most successful marketing begins with a series of mindset shifts. The most important one is this: You’re not a product manufacturer or service provider, but rather, you’re in the life improvement business. The sooner you begin thinking this way, the sooner your…

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Build on Your Strengths instead of Focusing on Weaknesses

  Building on strengths is far more effective than trying to correct weaknesses. This is true for companies (especially those in consumer electronics) and individuals. I’m constantly telling clients that when you focus on weaknesses you inevitably divert focus, innovation and priority from your areas of success. This is the greatest cost of focusing on…

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