I have just come across an interesting case study in Markering Sherpa which is a very powerful example of how Facebook, and multichannel marketing in general, can have a profound impact. Not just in terms of building a following for a cause but in generating $950,000 of funds in a pretty short space of time. Read More

Differentiation has always been the name of the marketing game. Companies want to make their products unique, not just commodities. But it’s the market that determines whether a product is a commodity, not a company. So what can companies do to set themselves apart? Read More

We all struggle to define ourselves. And we certainly struggle to define how we may be useful to other people. Using words that will get others to listen and commission our expertise can be tricky. So how do we encourage people to turn up and tune in?  Read More

Today, I read a fun article by the Harvard Business Review on salespeople's seven deadly sins. Although they listed chattering as the least deadly of the sins, I find it to be one of the most overlooked qualities of salespeople. Amateur salespeople are naturally very nervous to get on the phone. As a result they’ve probably scripted a pitch, or have been given a scripted pitch. A good salesperson might use this pitch for their first call or two, a bad one will use it throughout their entire career. Read More

In 2004 Editor-in-Chief of Wired Magazine, Chris Anderson, popularised the long tail theory in an article called The Long Tail: Why the Future of Business is Selling Less of More. In retail terms, the long tail describes a niche strategy of selling a large number of unique items in relatively small quantities. Read More