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Direct Mail Conversion Rates
In the digital world you’ll spend far more per converted customer because it’s easy, shiny and not as laborious as doing direct mail. But you could have a great result just by bothering with targeted direct mail campaigns. You can target postcodes (I’ve stated many times, this is my favourite data point) and drive great…
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The Main Reason Personalisation is Any Good
I saw a recent article saying the digital ad industry was using “useless, garbage data” to offer up the targeted ads. Personalisation in ads has been questionable for a very long time, not to mention the amount of discussion and investment around personalised marketing. But the clued on have always been a bit bearish. The…
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Defining Value
The Value Triad is defined as making money, saving money, and emotional contribution. Once we think in those 3 components, defining value is easy. If you don’t understand value in these terms, you’re just pissing into the wind. And you won’t reach a very high level of business or profitability. If you don’t learn real…
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Decision-Making Frameworks
I wanted to layout every decision-making framework I know of. I don’t use all of these frameworks personally, I think it’s wise to pick and choose which suits you though. The Feynman Technique To learn anything: Step 1: Identify a topicStep 2: Try to explain it to a 5-year-oldStep 3: Study to fill in knowledge…
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Annual Reviews
Most businesses don’t think big enough, it’s time to slow down and think about how you performed in the 2 main functions that matter, marketing and innovation. I want you to write down how you performed in the categories, and how you could be better. You have products, but you sell experiences and transformations for…
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Profit Comes from Risk
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by
I push my advisory clients to give a lot more before they ask. What they have to give up early in perceived return is risky. They have to put relationships, authority, costs of goods or any form of capital on the the line to sell. As a child I watched a close eye on my…