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Misleading your customers is good for you
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When you work in music, movies, or art. When you delight your audience with the unexpected. When you prepare them to expect the unexpected. Not in business, though. You don't want your customers to be misled. You want to surprise them, yeah; yet with an idea they're part of. There, you lead them. And that's how you delight them. PS.- If you want some fun misleading and are into the MCU (Marvel), do watch Deadpool. Great misleading (and tons of swearing, just FYI). |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Not only products. Also ideas. It's working around your ideas and offerings to present them in a different way. What's the impact it can have? It can lead to buy-in from decision-makers. It can shift how your brand is perceived. It can bring in marginal revenue. It can also bring new revenue in orders of magnitude (selling the same thing for a way higher new price). However, it's not about charging more only for the sake of charging more. It's about bringing (and articulating) more of what...
Reach is not what will deliver you change. Just because you’re in contact with more people, it doesn't mean your results will shift and/or improve. Hope is not a tactic. You have to be selective and make the hard choices, so that you can focus. Once focused, getting in front of the right people gets simpler (and easier). Instead of the big fish in the big pond, you get to be the big fish in the small pond.
Set your costs, then your price. Build a brand, then your customers. Set the metric, then the result. We have it backwards. Pricing: find the value, then set a price, then figure out what makes sense for you to charge for that price. Brand: design your customers, they’ll build your brand. And you’ll find the red thread on all of those brands, to make a cohesive one. Metrics: figure out what you want as the outcome. Then think of the result, then the measurement. The metric is the measurement...