When you are writing copy, who or what, do you have in mind, a list or a particular person? In this lesson, advertising legend Drayton Bird, reflects on one of the best pieces of copy he ever wrote… to his mother.
How should an e-commerce site use sharing?
In this lesson, Grant Leboff asks Internet psychologist Graham Jones, how e-commerce sites can generate the equivalent of ‘off line, word-of-mouth recommendation’, when customers buy on-line.
Different Levels of Innovation
How do you know when to undertake incremental, stretch or game changer innovation? In this lesson, Costas Papaikonomou, co-founder of Happen.com, and author of ‘Thoughts from a Grumpy Innovator’ discusses with Grant Leboff when each level is appropriate.
What’s your story?
One of the most important factors for engaging today’s audiences effectively is being transparent, being authentic and being true to who you really are. Shirra Smilansky explains that when it comes to brand storytelling, the brands that are really winning today are the brands with a story to tell.
Why do customers buy?
Do you really know why customers stop buying from you? Do they send you an email telling you that they are going elsewhere and explain why? In this lesson; Susannah Schofield, discusses ways in which a company can ensure that it truly understands why people buy from it.
The importance of confidence
How do you remain confident of your own abilities when all around you are calling for your head? In this lesson, Professor Damian Hughes recalls how Sir Alex Ferguson remained confident during one of Manchester United’s worst seasons and how those lessons still apply to businesses today.
Build an UBER culture
Do your staff fully understand what is really expected of them in your company? In this lesson, Grant Leboff discusses with Andy Hanselman, the importance of building an Uber culture in your business.
Customer loyalty
Do loyalty schemes really work? In this lesson, customer service and experience strategist, Adrian Swinscoe, challenges just how successful loyalty cards are in retaining and growing customers
How do I get my staff to see the world through the eyes of our customers?
Lara Morgan, entrepreneur and author of ‘More Balls Than Most’, explains how you can get your staff to see the world through the eyes of your customers.
How can my business become social?
Grant discusses with David the challenge that marketers face, whereby they are ‘social businesses’ rather than consider social media as a business tool.
