Cheese and Whiskers

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Marketing expert, Dean Jackson, uses the metaphor “Cheese and Whiskers” to talk about the attractive, and repulsive, aspects of salesmanship and marketing. A mouse has simple motivations: Get the cheese, avoid the cat. As human beings living in a consumer world, advertisers and salespeople stalk us for sales us at every turn – like a cat hunts a mouse. So …


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Why Do We Sell The OPPOSITE of Value?

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Marketing and sales are a “dirty” game. We’re repulsed by the tactics of marketers and salespeople. When a “sales assistant” trills, “Can I help you?”, we shrink a little, and respond with an automatic and outwardly friendly response. (Mine is, “No thanks, but I’ll let you know when you can.”) When an ad pops up on our screen – we …


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Compel Customers To Buy, Buy More, and Pay More

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In medicine, practitioners talk about situations that are “necessary and sufficient” to cause an outcome. It might be necessary to have the influenza virus in order to get “the Flu”. But just having the bug might not be sufficient to mean you necessarily get sick. Lung cancer might be caused by smoking. But smoking doesn’t explain the whole reason why …


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Outstanding Isn’t Fair

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Tony Robbins is considered a master of human behaviour – synthesising research on what drives us, and how we can use our innate and deep seated motivators to achieve more in life – and making this knowledge available to the masses. If you’ve ever seen Tony Robbins on stage, perhaps you’ve heard him speaking about reward for effort. The larger-than-life …


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In A Self-Serve World, Your Customer IS Your Salesperson

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To see how business has changed over the past decade, you don’t need to look much further than the glum faces in the Australian retail sector In recent years, no other sector has experienced such consistently low confidence rates as retail. In 2017 alone – even before Amazon’s entry into the Australian market – Shoppertrak reported foot traffic in physical …


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What’s your #1 goal for your business over the next 12 months?

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If you could change or improve one thing about your business website, what would it be? When I speak with clients and other business owners, it should be no surprise that the answers that come back follow the same theme: “I want to grow my business” “Increase revenue” “Make more sales” “Improve my cash flow” “Generate more profit” “Growth!” “Increase …


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Busy-Ness or Business: Doing Much More, With Far Less

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The way most online marketing experts, consultants, and authors would have you increase sales is by doing more new things. Pick up any book on marketing or sales – or speak to any expert – and you’ll hear a new strategy that you can add to your business to immediately increase sales. Some new steps to increase your website rankings …


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The Most Beautiful Marketing Strategy…

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There’s a quote often attributed to Sir Winston Churchill: “However beautiful the strategy, you should occasionally look at the results.” When was the last time you reviewed your marketing strategy? Are you happy with the results? “This is the way we do things around here” It takes time (and often a lot of trial-and-error) to develop a strategy that works, …


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No Surprises, Please

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A friend is an Executive Chef at a fantastic Melbourne restaurant. Last week he made a tiny little tweak to his menu… …And this one change led to a 400% increase in sales for his most profitable menu item. Are you ready for it?… Instead of calling his fancy rustic Mediterranean dinner pastries “pides”, he now calls them “pizzas”. This …


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Customers Can Find The Money, But Struggle To Find The Trust

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Recently I’ve noticed that money isn’t the obstacle for making sales. It’s trust that’s the obstacle. In my industry (online marketing), people can see the need to improve their marketing and sales results. They can see the potential returns (e.g. the average 24,518% return on investment). And – although for the majority of businesses, cash flow is tight as they …


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