From the category archives:

Marketing

The Psychology Of Verbal Mirroring Used By Top Sales Professionals

March 5, 2010

After my last post about the psychology of body language mirroring, my old high school friend Sidney commented that since most of his sales calls are over the phone, he uses a technique called verbal mirroring (or vocal mirroring). You use this technique to match the tone, intensity and jargon of the person you are speaking [...]

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The Sneaky (And Effective) Body Language Trick That Increases Sales

March 2, 2010

Update: You should also check out my video on the psychology of verbal mirroring.
Hey, this is my first YouTube video, so be kind! If you have trouble loading the video, you can watch it here. I recorded this today because I literally just used this technique and I’m interested to know if you are interested [...]

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Why Your Marketing Fails

January 18, 2010

Okay, I admit it: I’m writing this more for me than for you. But you might get something out of it anyway.
We marketers are selfish, selfish beings. 99 times out of 100 we create new products and marketing campaigns because of what we want, rather than in response to what consumers need.
Sure, as [...]

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9 Surefire Ways To Break Open Your Creative Ice Jam

January 14, 2010

Just a few minutes ago, I had the answers to all the world’s problems. Now all I can think of is the Big Mac ingredients song.
So what happened? Where did all my wonderful ideas go? Will I ever get them back?
Fortunately I’ve dealt with this situation enough through the years that I’ve developed a few [...]

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Marketing the Marketer

December 31, 2009

Every artist, designer, writer, marketer, and small business owner will tell you that promoting themselves is the most challenging task they will ever undertake. There is just something incredibly terrifying about labeling yourself for the world.
“But that’s not all I am,” your creative mind thinks while trying to distill your life’s work into five sentences, [...]

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Treat Customers Like Customers

June 29, 2009

We’ve all seen the commercials and heard the radio advertisements:
At Bob’s Concrete and Lumber, we treat our customers like family.
Wrong! Treating customers like family is a nice sentiment, but it doesn’t work in practice. This idea probably comes from the “family first” mantra we’re all familiar with, but let’s be honest, when things get hectic, [...]

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Break The Rules And Be More Approachable

June 3, 2009

I’ve had my pair of Vibram FiveFingers Classics for a few days now, and I can’t tell you how many conversations I’ve had because of these shoes alone. I’ll be the first to admit that these shoes are different—but not too different. They are just different enough to make me seem more approachable and give [...]

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How To Create A More Memorable Brand

May 29, 2009

Last week, I was asked, “Is it getting more difficult for people to remember your brand’s message?”
The short answer is, “yes.” Let’s look at some of the factors that make it difficult to be remembered today than in the past.
What You’re Up Against
Competition is always increasing, and it’s not just from traditional sources (i.e., you [...]

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What You Don’t Know About Branding

May 18, 2009

“Honestly,” the college professor said to me about the branding course he was asked to teach, “I only have six seconds worth of material: follow through on your promises and provide great service. What else is there?”
The professor is basically correct: building a brand requires you to deliver on your promises with excellent service. It’s [...]

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The fake sale

April 20, 2009

While shopping for a new reading chair to place in my office, I had a conversation with the furniture store sales associate. “What’s this ‘Million Dollar Sell-Off’ you have going on right now?” I asked. He answered, “Oh it’s the same sale we always have, just with a different name.”
The salesperson showed me that behind [...]

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