Come to Coburg!
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Here’s that case study I promised.
It’s a medical clinic that has everything going for it.
Yet they can’t get a single full-time general practitioner (GP) doctor to join them.
They’ve run press ads till they’re blue in the face, with zero effect.
That’s why I won’t write them another one.
So what [...]
Cause and Effect
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I’m a mercenary bastard.
I support charities, but chiefly to avert unpleasant dentist experiences.
I’ve supported everyone from The Big Issue to Greenpeace, but only fleetingly, haltingly and superficially.
I’ve read a hundred times that true happiness comes from serving others.
It can also be rather good for business and branding.
So why [...]
A Fool & His Money (Part 3)
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Parts 1 and 2 have brought us to this stage of my better-bank-deal quest.
Thank you so much for reading and responding!
Today the plot finally crystallises.
Bert
As Sheryl the Specialised Case Manager presaged, Bert the Bank Manager and I had ‘fruitful conversations’ (via email).
Alas, the fruit was small, hard and [...]
A Fool & His Money (Part 2)
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Thank you for reading Part 1. (If you haven’t, here it is.)
So there I was, clutching my mouse mat with anticipation of my bank’s direct message (DM).
Sure enough, it came through, requesting my contact number.
I replied that, since all prior phone conversations had failed, I’d rather communicate by [...]
A Fool & His Money (Part 1)
You’ll also find this post at The Pulse
I’ve been reading with increasing frequency that it’s a fabulous time to negotiate a better interest rate with your lender.
In a world first, Choice has gone one step further by grouping borrowers for a better deal.
Their target was 1000 people prepared to look at switching loans.
In the first [...]
Paper Runs
I must get a proper NO JUNK MAIL sign.
Each time my home-made one falls off, I have a Brazil moment.
Someone, somewhere, must benefit from this bumf.
But who?!
Client companies?
Ad agencies?
Graphic designers?
Printers?
Paper mills?
Plantation foresters?
Walkers?
Dogs?
Customers?
Australia Post?
Certainly not me. How about you?
Do you like receiving unsolicited print advertising?
Is (or was) it part of your business marketing mix?
Captive Audience
Keep Australia [...]
Making Stuff Up
We’ve seen how business strap lines can become part of mainstream culture.
How about words?
Hoover, Xerox and Google all went from brand names to generic English terms.
Can we give our brands a similar boost?
Word Up
In almost every book he writes, Seth Godin either invents or takes control of another term, from permission marketing to purple cow [...]
Sour Cream & the Metagame
We can reasonably describe business as a game.
There are certainly winners and losers.
Gaming is an important analogy.
These days, it’s not enough to merely play the game.
Because chances are, your customers are playing the metagame.
What’s the Metagame?
The metagame comprises all out-of-game elements that affect in-game decisions.
You’re playing the metagame if:
Having learnt from past poker nights [...]
Should We Tell Them about Nanna?
Disease is visiting my family.
I’ll spare you the details; it’s life and we all must live it.
The question is, do our private lives concern our customers?
Family Feud
Fonnie and I differ on so little, it’s significant when we retain opposing views.
Hers is that family affairs have nothing to do with business.
Mine is that clients appreciate candour [...]
You Wanna Sell That or What?!
Look don’t touch.
I’m as unfashionable as they come.
I thought the aim of fashion parades was to sell clothes.
This appears not to be the case.
Perhaps you can decode this unusual business practice.
Perfect Setting
It was a balmy night.
The parade was in a restored, century-old pier warehouse.
Outside, beautiful people were thick as flies; possibly thicker.
But with [...]
