My second/first book, Sharing Superheroes, is out now at Amazon (US/UK).
I don’t want to give you the schpiel on this. You’re way too precious for me to expect you to get the saccharine version, and way too clever to think I would pass off the sleeve cover introduction as a unique piece of art for this special piece of virtual real estate.
Ever wonder how companies create devoted customer communities while doing business with people thousands of miles away?
Yadda, yadda.
Today’s staffer or owner responsible for the marketing function doesn’t have a choice to make, any more. It’s not a case of whether they like the job, or not. It’s a question of whether they are liked, not by their boss, but by the customer.
There has never been a time where our ultimate paymasters have had more influence, more knowledge, and more discernment, in the process of spending their money.
And only those brands and companies that absolutely honestly and genuinely empathise and empower consumers will keep their bank accounts healthy in the months and years to come.
It’s back
Marketing used to be the most important function in any enterprise. Then someone decided the product was the legend, not the people in charge of ‘colouring in’.
Manufacturing processes and, soon, 3d printers, are or will be making anything a commodity. The biggest differential in any industry sector is going to be the passion of its people.
And who gets customers’ juices flowing, first?
Hello, marketing.
Starting today, if not before, smart marketeers to look inside themselves, not their budgets, for ways to connect more closely with their customer communities.
If your marketers aren’t your most passionate and possibly charismatic staff, you have a tough choice to make:
- Heads: Hire a third party to be your pretend-public face
- Tails: Start firing and hiring.
Finding the right marketer, not the right message necessarily, to do the best job. The right marketer will know what to do based on his experiences at close quarters with your customers. They will have mastered the art of customer relations, conversation forming and question and incident addressing. Tools that weren’t even in the script of Star Trek a few years ago are now at our fingertips and there’s no reason why any of us shouldn’t have a virtual MRI scan for each of our customer personas.
The only way to sell to customers is to sell yourself, first, and the product, second.
It’s all down to digital relationship-building – and no matter what business you’re in, you can making huge strides forward in creating loyal customer bases and developing long-term success by giving everything you know, away.
In Sharing Superheroes I lay down a blueprint for doing better business through creating content strategies to see your business skyrocket in success by exceeding the expectations of those who pay your wages.
No matter where you do business, and the size at which you’re trading, Sharing Superheroes is an inspirational guide to transforming your business into tomorrow’s customer delighting machine – with everything you need to succeed, today…
