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Why Touching Your Customer’s Pain Is A Terrible Idea (And Where to Connect with them Instead)


Most experts will tell you to ‘touch the pain’ of your core customer in your marketing. But my take is that pain is a terrible place to connect with clients. Instead, I teach my students to look for the challenge, desire, or ripeness in their customers’ lives. If you are a parenting coach who speaks to parents’ pain, you might write something like this: Are you struggling to get your teen to listen to you? The trouble here is that …

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Category Archives: "New Marketing"

Mozart, compost and Writing Your Way Home

What a long, strange trip it’s been. Just when you think you are getting the hang of the dance, the music changes. And there you are on the dance floor, shaking your chewy salsa hips, your feet moving as if possessed by some demon, sweat dripping down your flesh like the holiest of holies… to Mozart. You’ve given up trying to match the elevator muzak of mainstream culture long ago. And you’ve grown attuned to listening for the music that …

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The tyranny of ‘common things’

In my time off last month, I got the chance for a good think. And one of the things I thought about is how I don’t really trust or feel comfortable around the mainstream. As in, mainstream society. Mainstream art. Mainstream symbols of success. Case in point: when a book sells really well, I assume … Read More >

Conversation and Collaboration in the #NewMarketing

Have you ever followed someone’s step-by-step marketing formula, only to have it NOT WORK? Or maybe it works, but it causes a sort of psychic drag within you? This is a classic case of trying to squeeze oneself into an old marketing paradigm. Listen, no judgment here.  I’ve done this too. I’ve been trained in all the tricks in the book – from coaching women how to talk to their husbands to get money, to telling folks it’s a once …

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