What eating a sandwich in front of your dog can teach you about marketing

Ever sat at your kitchen table, about to take a bite out of a yummy sandwich worthy of Dagwood, only to look over and see those eyes?

You know the ones I'm talking about.  They're big.  Dark.  A little watery.  And they don't blink.

They're the dog's.

And you know what he's thinking (assuming he does it in actual words): "Wow. Look at that. You're gonna share some of that ... right?"

(As uncomfortable as this scenario might be for you, though, think about how the dog feels.)

So, what does this have to do with marketing?

Continue reading ...

Why case studies are uniquely persuasive

As a kid, I used to help my mom - a frequent substitute teacher - grade papers after school. One day, I looked over at her while she was grading some history tests to see her frowning.

"Mom - what's wrong?"

She looked up at me with this "where do I start?" expression. "These kids," she said, tossing the papers aside in a huff. "They don't remember dates, they don't remember places, but every single one of them remembers Cortez sitting under a tree weeping over the loss of his men."

That was my first encounter with what I call "The Power of Story."

If you're sick of your marketing pitches not quite hitting the mark, the Power of Story can help you become more "top of mind" with your target market.

Continue reading ...