Roy's Blog: September 2014

September 18, 2014

How to make forgettable marketing “unforgettable”

For the most part, marketing today is boring and unremarkable. It is falling short of what is required to move organizations to higher levels in markets that are uncertain, chaotic and unpredictable.

My articles will underscore the critical things marketing must do to be relevant and distinctive in today’s world. Must-reads for all marketers…

Organizations are getting a raw deal; they recruit marketers with impressive credentials and experience and expect these individuals… 
We need marketers who don’t follow the rules

The challenge in a world where virtually everyone has their basic needs satisfied is determining how an organization can stand out and ... 
Dig for secrets; customer needs won’t cut it

Success in today’s markets requires marketers to step up and leave their traditional tools behind in favor of new approaches…  Marketers: 7 things to stop; 7 things to start

Adapt or die. We have seen this consequence play out for centuries. Now it’s time for marketing to pay attention... 12 reasons marketing must change to survive

How do you answer the question “Why should I do business with you given the number of other suppliers I have to choose from?”... What’s your competitive advantage?

We live in a product flogging world. Marketing winners move to experiences… Product floggers need to appeal to customer’s hearts

Today, business success depends on how well you grow your fan base: the loyal customers who care about your organization and who talk…  5 Fan Friendly Rules for Marketers

Business is infatuated with copying, but benchmarking can be deadly... The Deadliest Sin in Business

My thanks to Business in Vancouver for helping me “spread my word”.


BE DiFFERENT or be dead: Marketing in the Storm

September 15, 2014

Why under-promise and over-deliver is dishonest

The “under-promise and over-deliver” tactic reeks of dishonesty and utter disregard for human decency.

What it really says is “We will force you to lower your expectations and then we will do more”.

Lower the bar and walk rather than set the bar at the expected level and leap over it.

You finally get what you want but are manipulated to get it.

Forcing someone to accept less and then surprising them by delivering what they originally wanted is not a good formula for long term success.

It’s short sighted and sleazy.

Promise what the customer wants and THEN surprise them by over-delivering.

The end game in the business of serving people is the unforgettable moment.

The moment when someone is dazzled by the way they have been treated; by the delightful unexpected experience they had.

Forgettable moments are created when someone is subjected to underhanded tactics.

Create them at your peril.


BE DiFFERENT or be dead Book Series

Other articles you might like…

Promise nothing if you can’t execute
Are you a survivor leader?
We need marketers who don’t follow the rules
4 steps to building a killer resume

September 13, 2014

Nuggets to pump-up YOU as a leader

Check out my articles I am writing for the Globe and Mail “Leadership Lab” Series and discover what I successfully achieved over my 33+ year career.

If you want a practical view of what it takes to be a stand-out leader, add these to your library…

It’s hard, but sometimes you need to take action that’s best for the company, not you personally… Are you a survivor leader?

Hire the right people, dump dumb rules and fix mistakes fast… 3 tips for leaving your customers “breathless”

To compete today, aim to have your company be the only one with its products or expertise… Can you say your company is the one and only?

Grandmothers know how to lead and executives can learn from her skills… Gems of leadership from Grandma

There are two types of people at the top – those who lead and those do anything but… Do you flit or do you lead?

Those who are willing to manage their businesses by the values they preach are few and far between… 8 practices of ‘dog food’ leaders

By preparing for the worst and being gracious in defeat, I managed to boost my currency with the board… How losing made me a better leader

Focus on executing your company’s strategy and ensuring customer interaction is perfect… Don’t just be a great leader, be a stand-out leader

Leaders must serve, not manage, those who work for them, if they are to help their organization achieve greatness… Old school leadership is out

My thanks to the Globe and Mail for helping me “spread my word”.


More on leadership…
Six Acts of Leadership
Execute First; Plan Second
BE DiFFERENT YOU! How to Stand-Out and Power-Up Your Leadership Career

September 8, 2014

Your mission statement: the ultimate selfie

I am tired of reading Mission statements. They are exhausting; they tend to all resonate with similar themes.

A mission statement is the ultimate selfie.

It’s all about you. What your organization thinks about itself. What you aspire to be. What you think makes you great.

Almost every “About us” page on a company’s web site shares a mission statement like this one:
“Delight. Yes, delight. Simply put, that’s our mission: To delight you with the products, services and customer support that we provide to you every day.”

The problem is, customers get little helpful information from mission statements like this. They may declare their intent, but they provide no useful information in terms of why people should buy from you as opposed to the other choices they have.

In addition, most businesses say the same thing; they intend to “delight” customers; exceed their expectations; exist for them and so on. Nothing particularly new or special here. A selfie shot.

Mission statements are helium-filled. They communicate at the 50,000 foot level. The average reader doesn’t believe what you say (ever ask them?)

What’s missing?

Rather than the infatuation with your mission statement, I want to see this on your company website on the “About us” page:

“The reason you should do business with us and not our competitors is…”

Acknowledge that people have choice.

Give them the reason they should buy from you and no one else.

Take a deep breath.

If you have nothing helpful to say to others, keep the selfie to yourself.


BE DiFFERENT or be dead Book Series

Other articles you might like…

We need marketers who don’t follow the rules
The Karaoke Cab
2 questions to get the creative juices flowing
4 steps to building a killer resume
3 tips for leaving your customers “breathless”
Can you say your company is the one and only?