The Clauson Chronicle

Nobody Wants A 1/4″ Drill Bit

Seth Godin, in his book, “This is Marketing” talks about a 1/4 inch drill bit marketing concept that emphasizes the importance of understanding the true needs of your customers. According to Godin, people don’t buy 1/4 inch drill bits because they want drill bits, but rather because they want 1/4 inch holes. This concept highlights...

9 Components for Creating a Customer Avatar

Collection of characters – avatars in flat design style. Can be used for social networking. Without understanding the customer, marketing efforts are essentially useless. How is your Q1 going? We have found that many businesses are struggling with their marketing efforts. One of the main reasons is a dramatic shift in customer mindsets. Their specific...

Should my business run a Brand Awareness Campaign?

To start, brand awareness describes the degree of recognition that your brand has among its audience. In other words, how popular is your brand to your target market? Good brand awareness is a major asset for your business. Not only does it build a competitive advantage but it also boosts the value of your products,...

“Ride the Rip”‚Äč Marketing

Rip currents are powerful currents of water moving away from shore. Even the strongest swimmers can be swept out to sea. If you are caught in a rip current, swim parallel to the shore until the current weakens, then swim in. Right now we are not in the ocean, but we are stuck in a...

Empathy comes before Authority

Empathy is the capacity to understand or feel what another person is experiencing from their frame of reference; or in other words, the capacity to place oneself in another’s position. Oprah Winfrey once explained it this way, “The three things every human being wants most are to be seen, heard, and understood.” The way I...

What happens when you remove the finish line?

Back in October of 2019, the athletic company Asics created a race with no finish line. The goal was to see how far an athlete can push themselves with no mile markers, no landmarks, and no end in sight. The result was that 71% of runners ran further than predicted. How is this possible? It’s...