Author: Grant Gooding

October 2021, Expert Advice, Marketing

Marketing Math: The Odds of Getting Your Campaign Right

With seemingly unlimited places to spend your marketing dollars, clients ask us if we can nail down three things in almost every study we do: What is the right message to win over customers? Which customer segments should I be targeting? Which mediums should I be using to maximize ROI? And they should be asking these three questions if they want to close more business. Just getting close on any…

September 2021, Expert Advice, Marketing

Value Proposition Units – the Value Behind Your Value

How often do you talk about “quality” at your organization? What about “customer service”? How many times do you talk about the importance of “trust,” “technology” or “value”? All important things. I bet many of you have these words in your mission statement, your core values and in your sales and marketing communications. But there’s a problem with things like quality, customer service, trust, technology and value: THEY DON’T EXIST.…

August 2021, Expert Advice, Marketing

Your Wimpy Brand Needs to Pick a Fight

Think about your three biggest competitors … got ‘em? Now, what do you say when potential customers ask you why they should do business with you instead of those competitors? More often than not your response contains subjective and ineffective language. You say things like “x years in business, trusted leader, great customer service, quality, value, blah, blah, blah.” Ever stop to think why they ask you that question? The…

July 2021, Expert Advice, Marketing

Your Customers Don’t Care About You

It’s true. The moment you start talking about yourself is the moment you start losing. Personally, I am just as guilty as the next guy when it comes to this. It’s challenging not to engage in self-gratifying communication. Like most, I am passionate about what I do, and I want the person across from me to be confident I am able to deliver on our company promise.  There is no…

June 2021, Expert Advice, Marketing

Why Focus Groups and Customer Interviews Are Ruining Your Marketing

If you aren’t talking to your customers and prospects, then you are doing it wrong. However, many clients are surprised that our organization, PROOF, doesn’t do any qualitative research (interviews and focus groups). Not because talking to customers isn’t valuable — it has its place (discussed later) — but when it comes to creating a responsible marketing plan, it is dangerous to base strategies off of conversations alone. We see…