Author: Grant Gooding

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…

May 2021, Expert Advice, Marketing

Unleashing Personal and Organizational Exceptionalism

Remember back to when you were in school and brought a grade card home.  Let’s say you had three A’s, a B and a C+. Now, imagine the conversation you knew you were about to have with your parent when you got home. Where was the conversation likely to go? What were you told to focus on?  For most of us, the conversation quickly went past the A’s and the…

April 2021, Expert Advice, Marketing

Opportunity Doesn’t Knock. You Have to Find It.

“When opportunity knocks, answer the door.” Sure, it’s good advice. I think it means keep your eyes open and don’t be afraid to take risks to capitalize on possible opportunities. However, there is something about this phrase that I take issue with; it subtly suggests that if we just go through life and, as long as we pay attention, opportunities will fall in our lap. We have all heard stories…

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