Blog Archives

Customer Service: Human vs. Robot

On Steve's Mind: a Newsletter

Two days after her 92nd birthday, an actor arrived on the set of a prime-time television show for which she had been hired to play a part.  At the entrance of the set, she encountered a security guard who was

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Posted in Brand Harmony, Customer Encounters, Newsletters, Observations, We relationships

3 Ways to Get on Customers’ Radar

On Steve's Mind: a Newsletter

I just received an email touting the value of putting logos on merchandise. It claimed that a cap receives 3,136 impressions over its lifetime. My first question: So what? My next questions: Did it sell anything? Did it change anyone’s

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Posted in Brand Harmony, Conversation, Customer Encounters, Ditch the Pitch, Marketing, Newsletters, Observations

[VIDEO] Experience Beats Advertising Every Time

The experiences your customers have with your company outweigh the impact your advertising and marketing have on them. And this is coming from a branding guy! Steve Yastrow shares a compelling example at the AVI National Sales Meeting. Watch the

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Posted in Brand Harmony, Customer Encounters, Loyalty, Marketing, Observations

Present Like a Pro with my Public Speaking Hacks

On Steve's Mind: a Newsletter

People from my audiences sometimes share their public speaking challenges with me, asking me for advice. In the spirit of my Marketing Hacks article, here are some of my best public speaking hacks. Public Speaking Hack #1: Focus on what you

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Posted in Conversation, Customer Encounters, Ditch the Pitch, Improvisation, Newsletters, Observations

Your Biggest Competitor: You

On Steve's Mind: a Newsletter

Companies spend a lot of time worrying about their competitors, reacting to the moves of their competitors and blaming their competitors for the circumstances they face. But as an advisor to many companies, I often see the same pattern: The

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Posted in Invent Your Future, Latent Profit, Marketing, Newsletters, Observations

Don’t Bore the Board

On Steve's Mind: a Newsletter

My father, Shelby Yastrow, has attended hundreds of board of directors meetings. As a senior executive at McDonald’s he attended every company board meeting, and he has served as a board member for companies like Great Clips for Hair, Cold

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Posted in Conversation, Invent Your Future, Latent Profit, Newsletters, Observations

Everything is Marketing!

On Steve's Mind: a Newsletter

Why do you like doing business with certain companies and dislike doing business with others?  Oh, I know… is it because some companies produce better marketing campaigns than others? Okay, probably not. Through years of conducting market research, I can

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Posted in Brand Harmony, Newsletters, Observations

3 Fundamental Laws of Marketing and Sales

On Steve's Mind: a Newsletter

Marketing and sales can be confusing topics.  Is advertising dead? Is social media the most powerful form of marketing? Why do customers trust certain salespeople, but don’t trust others? What makes people open up your marketing emails? But, marketing and

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Posted in Brand Harmony, Internal Marketing, Marketing, Newsletters, Observations

Time to Brainstorm? Ditch the Pitch.

On Steve's Mind: a Newsletter

A few months ago I was invited to a brainstorming session for a friend’s startup. He had asked three people he knew who work in marketing to join a discussion with him and his key staff. Here’s how it went.

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Posted in Ditch the Pitch, Improvisation, Newsletters, Observations

Talk is Cheap (And Effective)

On Steve's Mind: a Newsletter

Why Executives Should Share Successes with Employees Most best-kept company secrets I encounter aren’t proprietary processes, acquisition plans or locked-away family recipes. They are the ordinary, day-to-day successes and plans for success that businesses have. I was speaking with two

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Posted in Internal Marketing, Latent Profit, Observations
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