Top 10 Tactics to Spur Vaccination From a Marketer’s Perspective

Vaccinating a nation isn’t just a MEDICAL problem… It’s a MESSAGING problem too. People aren’t good at doing what’s good for them. But there are some well-researched psychological and marketing tactics we can use… 1. Use Simple, Presumptive Language Rather than asking people if they’d like to receive the vaccine, tell them they’re *DUE for it* in simple, plain language. …

Australian Facebook Changes and Their Impact on Your Marketing

How interesting that the day after I talked about having a “Plan 2”, Facebook blocks access to a HEAP of pages in Australia. In blocking “newsworthy content”, they’ve blocked a whole bunch of businesses (from Virgin Australia to Harvey Norman to local stores) as well as non-profits and local organisations from their platform too. This isn’t the first time a …

Single point of failure (Plan 2)

There’s a line that I love from a comic book (Uncanny X-Men Vol. 1 #541, for the geeks out there):     Mayor Sadie Sinclair: So.. Plan B?     Cyclops: No. Not Plan B. Plan 2. “Plan B” implies we only have 26. If there’s one lesson anyone leading a business should take from COVID-19, it’s that relying solely on a “Plan 1” …

Marketing Myopia

A friend recently returned from a Tasmanian holiday with a weird story… When COVID hit, car rental companies sold 50-70% of their fleet. As a result, one of the biggest barriers to a tourism-led economic recovery in Tasmania is simply having enough cars to match the hotel and tourism capacity. It’s a macro example of a problem of short-sightedness that …

Copying Other Peoples’ Marketing

I love this quote by Mark Twain: “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are …

Eye-Catching

Eye-Catching and Sales-Making I spent two decades of my life honing my copywriting skills – writing everything from classified ads for real estate, to political campaign copy, to scripts for online infomercials, and just about everything in between. I wholeheartedly believed that the words a salesperson says (or copywriter writes) make all the difference. In some ways, I believed that …

Environment is Outcome

In personal development circles, there are two schools of thought on what creates success. One school of thought says “consistency creates success”; The other says “intensity creates success”. I reckon environment plays a bigger part in success than either consistency or intensity. If intensity is about tilling the fields and planting the crops… And consistency is about watering the garden daily… …

Gentle and Generous

Recently, an old friend was on a call with a colleague in the Northern Territory. Her NT colleague made an offhand comment about going to the pub, and setting up for a BBQ on the weekend. There was nothing malicious about the comment. But, after being in lockdown in Melbourne for nearly five of the past six months, she collapsed …

Canaries and Motorbikes

Sailors rely on being able to “see” the wind. They’ll watch the ripples on the surface of the ocean, the colours of the waves, and the foam on the crests – and it allows them to see the invisible gusts before they have approached. In business or investment, we call these types of signals “leading indicators”. They’re signals that show …

Disruption, Dating and Product Development

I have a friend who came out of a long-term relationship a few months ago. He’s attractive, dresses well, and has a great career in a stable and well-respected industry. He owns his own home, is kind, articulate, stable, caring, funny, and has strong values. He’s the kind of guy who you KNOW will do well as soon as he’s …