Category: Books

¿Qué es lo que compran de ti realmente?

Un Extracto del libro: “Chase One Rabbit: Marketing Estratégico para el éxito en los Negocios 63 Consejos, Técnicas e Historias para Emprendedores Creativos” En su día ofrecí consejo empresarial a una compañía de teatro que desarrollaba obras dramáticas para la comunidad, a menudo patrocinadas por las autoridades locales. Diseñaban sus proyectos de teatro muy cuidadosamente …

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Vender beneficios

Un Extracto del libro: “Chase One Rabbit: Marketing Estratégico para el éxito en los Negocios 63 Consejos, Técnicas e Historias para Emprendedores Creativos” Los clientes ven el mundo de manera diferente a nosotros. Ven nuestro producto en términos de los beneficios que les aportan. A veces incluso ven beneficios que nosotros no habíamos visto. Quizás …

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¿Cuál es tu ventaja competitiva?

Un Extracto del libro: “Chase One Rabbit: Marketing Estratégico para el éxito en los Negocios 63 Consejos, Técnicas e Historias para Emprendedores Creativos” Felipe dirige una pequeña productora de vídeo en Bogotá, Colombia. Cuando le pregunté en qué destacaba me contestó dudoso: “vídeos musicales”. Y me habló de los excelentes vídeos que habían producido para …

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Persigue sólo un conejo

Un Extracto del libro: “Chase One Rabbit: Marketing Estratégico para el éxito en los Negocios 63 Consejos, Técnicas e Historias para Emprendedores Creativos” Hay un proverbio chino que dice que “el cazador que persigue dos conejos, no atrapa ninguno”. “Es mejor hacer una única cosa verdaderamente bien”, tal y como se anunciaba en las Diez …

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Marketing authentically

This article on marketing authentically is an extract from the marketing book: “Chase One Rabbit: Strategic Marketing for Business Success. 63 Techniques, Tips and Tales for Creative Entrepreneurs”. Nick was an expert furniture maker. His products were more than furniture – they were works of art. Clearly, his products were not for everybody, but for …

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Marketing is not a fancy word for Selling

This extract is the introduction to the marketing book“Chase One Rabbit: Strategic Marketing for Business Success. 63 Techniques, Tips and Tales for Creative Entrepreneurs” (paperback, eBook and Audiobook) Marketing is vital for any enterprise. But this is not because marketing is about promoting and selling products. Marketing is much more fundamental than that. It’s about designing your business …

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How to be a Successful Creative Entrepreneur – online presentation

David Parrish gave an online presentation for creative enterprises in Lithuania with a presentation entitled: ‘How to be a Successful Creative Entrepreneur’. The online information session was organised by WORTH, alongside the Chamber of Commerce, Crafts and Industry of Vilnius and the WORTH Ambassador from Lithuania Design Forum. The online presentation for creative entrepreneurs took place …

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Why awards don’t matter

Tobias is one of the directors of a large graphic design company in Sweden that has won a number of industry awards. He and his colleagues were proud of these awards and rightly so. At one of my workshops he told me that they always featured these awards in their marketing communications. However, one day …

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Customers don’t care about you and your business

Jane contacted me on behalf of her community arts company to ask my advice about selling arts activities to schools. An ex-teacher, and passionate about the arts, Jane was running her own business, taking artistic projects into schools. But her sales technique wasn’t working. She would bounce into the offices of head teachers, enthusing about the arts, talking passionately about music …

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