Easy Listening

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Yesterday, we talked about focusing on your customers. I’ll be the first to admit that without intentional effort, it’s easy to begin to drift away from listening closely to them. But in business, this can be a costly mistake – even when times are good and business is strong. In those times, missing out on subtle cues from your customers …

Who Are You Focused On?

David G. Johnson Get Strategic 3 Comments

Yesterday, we talked about listening to your customers to pay attention to the “why” behind their purchases. Today, we’re focusing more on the “who.” It probably goes without saying that another critical component in getting to know your customers and clients is that you gather as much demographic and psychographic information about them as possible. If you’re a larger company …

Part 2: Fuzzy Marketing

David G. Johnson Get Strategic 1 Comment

In Part 1, we talked about getting clear on your identity. Knowing who you are is absolutely fundamental to marketing – no matter what business you’re in. So… what business are you really in? The Starbucks example is a fun one. They definitely sell coffee. They make a variety of beverages. Legal addictive stimulants are in virtually every beverage they …

Part 1: What Are You Really Selling?

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In my work with clients over the years, one thing I’ve observed is that most marketing mistakes made by businesses both small and large come from a fundamentally poor understanding of the real identity of the business. If you don’t know who you are, how can you properly introduce yourself to your future customers? In truth, how can you have …