What kind of marketing is the most effective?

sneezr.ca Have you ever asked yourself that question? I did. In fact, many years ago I spent countless hours trying to figure it out.
The answer turned out to be quite simple: word of mouth marketing. Or as I call it: the art of cultivating recommendations.

Surprised? Probably not. With recommendations, there is no sales pressure and no credibility issues. When your friends, family members or trusted co-workers recommend something or someone to you, they are genuinely trying to help you. That means a lot, which is why you usually remember it for a long time. But here is the catch: recommendations must be earned. How do you do that? Where do you start? How do you give people a reason to talk about your products/services? How do you nudge your story into every day conversations? I launched sneezr.ca to help you answer those questions.

Quick question

Have you ever noticed how stores such as Walmart, Gap, Future Shop, etc. take so much care in making sure that they have enough cans (or whatever they stock for us to buy), yet put few resources into making us feel like we truly matter once we’re actually in the store?


The opposite of courage

In his wonderful book “Man’s Search for Himself,” Rollo May, the distinguished psychiatrist, says that “The opposite of courage in our society is not cowardice, it is conformity.


Why new ideas have lonely childhoods

New ideas, despite everything good one can say about them, have a great weakness: they are dependent on a certain passage of time for effect. Everything inside that distance is fragile because is primarily subject to emotions.


Want big results? Think small.

As celebrity Chef Gordon Ramsay asserts in his autobiography Humble Pie, if you care about the product, you have to care about the whole experience:

It doesn’t matter how amazing the steak is, if it’s served on a cold plate, it’s crap. If it’s served with a dull knife, it’s crap. If the gravy isn’t piping hot, it’s crap. If you’re eating it on an uncomfortable chair, it’s crap. If it’s served by an ugly waiter who just came in from a cigarette break, it’s crap. Because I care about the steak, I have to care about everything around it.

My 2¢: It’s often the small things that put us on the path to creating and delivering a true, lasting competitive advantage. Want big results? Think small. How small? Let me share a personal story with you.


It’s all about just one thing, no?

People are deciding which brands to trust, what advice to follow, and who to forge personal or business relationships with based on one simple metric: Likeability.

The good news: Something usually triggers likeability, and that something is usually intentionally cultivated. But how? How much time do we have? Not much? OK. In short, through design—think MINIApple; through easy of use—think GoogleAmazon.com, through remarkable customer service—think ZapposRackspace.

The key takeaway is that likeability can and must be intentionally cultivated. Your idea, your business, your product, etc., will spread faster if people find it likeable. It’s easy to forget that :)

Nov 12, 2014