Tag Archives | customer benefits

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 […]

Continue Reading

Art is not what you see…

“Art is not what you see, it’s what you make others see” – Edgar Degas, French artist (1834-1917) I agree with this statement, which switches things around nicely, so that instead of thinking only about our own point of view as the creator, we also look at things from the point of view of the […]

Continue Reading

Telling Africa’s Story to the World

Telling Africa’s story from Africans’ point of view is the mission of Africa Media Online, the agency representing African media professionals to the global market. “In the ‘information society’, if we are to create some semblance of global information democracy, it is important that Africans are heard from their perspective,” says Africa Media Online’s David […]

Continue Reading

Selling hope, wrapped up in t-shirts

Cassandra Postema and Dong Shing Chiu (pictured) are in the business of selling hope, wrapped up in t-shirts called ‘Hope Tees’. Their Hong Kong creative enterprise is called ‘Dialog’ because it embodies an exchange of conversations between marginalised Asian textile craft wisdom and modern western design. The result is an attractive and fun range of […]

Continue Reading

What are you selling, really?

If you’re a creative business or cultural enterprise, you are selling goods or services to customers, whether it’s graphic design, fashion, architecture, music, crafts, theatre, film or books. But what are you selling, really? Or to put it another way, what is it that the customer is really buying from you? It’s often the case […]

Continue Reading

Viral Marketing

The term ‘viral marketing’ describes any strategy that passes a marketing message from one person to another – and goes on to spread ‘like a virus’. In other words, the message must spread automatically as one person contacts another (like a virus). To be able to do this, the marketing message must be built into […]

Continue Reading