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HOW TO CREATE AN ELEVATOR PITCH THAT WILL MAKE PEOPLE LISTEN

You find yourself face to face with the CEO of your perfect customer. You’ve got one minute. If you want him remember what you say, don’t do what everyone else does, do this.

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IF YOU WANT TO BE A CHALLENGER BRAND, THEN BEHAVE LIKE ONE

How did a start up brand succeed where one of the world’s most recognisable brands failed? The answer’s simple. They understood the laws of categories.

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BELIEFS ARE YOUR NEW SUPERPOWER

People are attracted to brands by something way beyond the product. If you can unite a tribe around beliefs, it’s like having a Marvel Comics super power. One for the Gaga fans!

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WHY YOUR CONTENT NEEDS TO HARDEN THE F*CK UP

Most content on social media is inoffensive and ineffective. The best content expresses an opinion that others may find offensive. That is not only a good thing, it’s how the little guy wins. Here’s why.

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WHY YOU NEED TO STOP TRYING TO CONVERT EVERYONE

The problem most businesses have is they use their messaging to try to convert everyone. They regard everyone as a prospective customer. Here’s why that is a huge mistake.

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PEOPLE DON’T BUY THINGS TO SOLVE PROBLEMS. THEY BUY THINGS TO RELIEVE PAIN

We buy what we want and not what we need. Sometimes it’s hard to tell the two apart. In this article we take a look at the ways in which problems and pain appear, and how they effect our decisions.

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WHY I WANT PEOPLE TO HATE MY PROPOSITION

If your proposition isn’t bold enough to trigger a large number of those that read it, then nor will it be bold enough to delight the small group that you consider to be your target audience.

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WHY VALUE HAS ALMOST NOTHING TO DO WITH YOUR PRODUCT

Different people value different things in different ways. Value has little to do with your product. It is more personal than that. Let’s explore where value comes from.

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THE POWER OF UNDERSTANDING THE INNER CONVERSATION

A look at how a brand catapulted itself to number one position in the world by looking past conventional problems and taking the time to understand what their audience was saying to themselves. Gold dust!

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WHY EVERYONE IS INDIFFERENT TO YOUR MESSAGING

We’re taking a lesson today from mans best friend. The dog. To be exact we’re looking at the way dogs behave when they meet. It has some eerie similarities to the way humans behave when they meet online.

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EARN TRUST, EARN TRUST, EARN TRUST, THEN WORRY ABOUT THE REST

Our purchasing behaviour is surprisingly complicated. Why do we buy from one person, but not from another? Three words make the difference. Know, like and trust. Let’s take a look.

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WHAT YORKSHIRE’S BEST ESTATE AGENT TAUGHT ME ABOUT CREATE SHOW STOPPING MESSAGING

Your value is high to a small number of people. It took a brilliant estate agent to teach me how we use this to give ourselves an unfair advantage.

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FORGET BEING THE BEST COACH. HERE’S HOW TO BE THE MOST IN-DEMAND COACH

There are tens of thousands of business coaches in the UK. Most of them can’t find enough work, while a few are fully booked. The coaches who rise to the top aren’t the best coaches. So what are they, and what can we all learn from them?

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RECRUITERS, DON’T SELL THE JOB TELL THE STORY

Hands up if you are sick of job specs haranguing you, poking you in the chest and making demands of you. Here’s how to write a story-based job spec that candidates might actually respond to.

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Three things that great coaches do that set them apart

The coaching colonyLet’s start with an alarming statistic. Who doesn’t like an alarming statistic?There are 82,559 Life Coaches listed on LinkedIn in the UK. That’s a lot.I have a picture in my head of throwing a scrap of bread into a river and watching dozens of fish appear from nowhere to fight over it.Who’s the

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Are you ready for what happens next?

Weeks when decades happenWhich of us doesn’t turn to a Bolshevik dictator when we’re in need of good quote about a twenty first century pandemic?My mass murderer of choice is Vladimir Lenin who said:“The are some decades when nothing happens, and there are some weeks when decades happen”So much has happened in the last eight

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Why you probably don’t need a web site

A trip through web historyToday’s lesson is from the book of Web, starting at Web 1.0If I had a De Lorean with one point twenty-one Gigawatts of power, I’d take us back to about mid-1996. We’re going to a meeting room on a business park in York.There we’ll find a younger me and about four

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How to take control of a sales process

The meetingJennifer crossed the restaurant tentatively, her heart pounding. It had been a long time.She saw him wave. She assumed this was Terry, her blind date.Terry was on his feet in a flash striding towards her with outstretched hand:“Hi Jennifer? I’m Terry. Lovely to meet you”He leaned forward to kiss her on the cheek. Jennifer

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How to write headlines that get read and generate leads

The most famous words not on earthIt was the night of 20th July 1969. My mum had made me stay up.History was about to be made as my sister and I faded in and out of sleep, our eyelids fighting an impossible struggle with gravity. But like the great parent she was, the mothership was

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How a great proposition died of niche fear

It’s too late for us but save yourselves.I want to tell you a cautionary tale of a malignant virus that is a blight on our community. Something so virulent that once it takes holds, it’s almost impossible to save yourself from its ravages.Our story starts a few years ago. I met a young company in

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Why the best propositions sell feelings

Olly’s boardroom disaster“Your own personal sun bed, free towels and childcare are all a standard part of the package on our sun-drenched Caribbean beach holidays”This was the first time Olly had gone solo producing ad copy since he’d joined the “What’s The Story” ad agency. In fact, it was also the first time he’d presented

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