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Donald Cooper

Donald CooperDonald Cooper has been both a world-class manufacturer and an award-winning retailer.  Now, as a business speaker and coach he helps business owners and managers throughout the world to rethink, refocus and re-energize their business to create compelling customer value, clarity of purpose and long-term profitability. For more information, or to subscribe to Donald's thought-provoking free business e-newsletter.

 



Compelling points of difference
ImageFor years business schools, business books and marketing consultants have been telling us that we must be unique; that we must create ‘Unique Selling Propositions' (USPs). Sadly, they've been lying to us! It's not good enough to be unique. In today's over-supplied, cynical and fiercely competitive business environment, we need to be compelling.
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The six objectives of good communications
ImageEverything we do in our business communicates who we are, what we stand for and why our target customers should buy from us. Everything we do creates or destroys confidence. There are literally hundreds of ways that we communicate and they should all help us achieve the following six clear communications objectives.
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Five steps to becoming famous
ImageIn business, famous is good. Famous is larger than life! Famous has visibility and credibility!  People flock to famous. They tweet and blog about famous. They pay more for famous. The media promotes whatever is famous, which makes it even more famous! Being famous creates powerful marketing opportunities and makes a huge difference to the bottom line. We're not talking Hollywood famous here, but rather being famous to your target customers, in your chosen market because that's all that really matters.
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The power of commitment
ImageMost businesses talk about ‘goals targets, aims and objectives' and it's a mistake. They have sales targets, profit objectives; customer satisfaction goals and they aim to do this and aim to do that. The problem is words like ‘goals, targets, aims and objectives' leave way too much wiggle room for your staff not to perform. We should replace all of those weak, wishy-washy words with one powerful word: commitments.
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Be your customer's wise choice
ImageAre you the ‘wise choice' for your target customers? This simple but profound question is one I've been asking clients for years. If you're not the wise choice, stop whining there's no such thing as customer loyalty and do the work to deserve the loyalty you need and want. Don't expect customers to be stupid, uninformed, gullible or forgiving of your mediocrity. They can get what you sell 50 other places and they know it.
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Donald Cooper
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