Jim Blasingame

Business futurist, award-winning author, speaker and columnist

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Marketing / Branding / Advertising

Stardate 10920: The Force is with the customer

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– Earth, Stardate 8511 (The Age of the Seller)

Once upon a time, in a galaxy that today must seem far, far away, sellers controlled all information about their products, services, and innovations. Consequently, customers learned what they needed to know from salespeople, who traveled far and wide dispensing information to, and collecting sales from, grateful and beholden customers.

If one had observed such a meeting, the customer would have nodded his head in wonderment as the salesperson revealed the virtual magic that was his product.

And in this land, the Force – control and availability of information – was with the seller.

– Earth, Stardate 10920 (The Age of the Customer) [Continue Reading]

When The UGC Says “Nu-uh,” You’ve Gotta Problem

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Once upon a time, but not that long ago, a brand message could be successful even if it was close to a work of fiction. 

Created by Madison Avenue wordsmiths, copy for an ad or brochure was crafted to manipulate and motivate using puffery, a legal term referring to acceptable marketing exaggeration. And most of the time it worked. In fact, generations of consumers allowed themselves to be manipulated by puffery that became part of the soundtrack of our lives. Here are three Memory Lane examples:

“Plop, plop, fizz, fizz, oh, what a relief it is.”

“Put a tiger in your tank.”

“The best part of waking up is Folgers in your cup.”

Here’s a local example: “Largest inventory in the tri-state area.”

Since the release of the Internet for commercial use in 1993, the 10,000-year-old Age of the Seller paradigm has shifted in favor of the Age of the Customer. The primary differentiator between the two Ages is control of the information, which your customer now co-owns, including the truth about your products, services, and marketplace behavior. This customer control is derived in part from something called User-Generated Content, or UGC. [Continue Reading]

The New Regular: Prepare for Conflicts of Customer Expectations

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This is the 18th edition of my New Regular series that focuses on how the marketplace is changing in front of our eyes and what small businesses can do about it. Recently placed in the placebo group of a Covid-19 vaccine study, it’s not looking good for Normal.

Once upon a time, in a land far, far away, only wizards and fairies had magic wands and customer expectations were easy to anticipate. Now, come back to the rude reality of post-pandemic 2020 and things here are different. 

Let me tell you a story that plays out across Main Street markets every day. This one takes place in Peoria.

A couple is driving through town when John says, “I’m hungry for pizza.” Sue agrees, “As long as it’s pepperoni.” What happens in the next 60 seconds is a dramatic example of the difference between doing business today compared to not that long ago – especially this year. 

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Can you deliver the authenticity customers seek?

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Adam Smith, the father of modern economics and author of The Wealth of Nations (1776), identified writing as one of the three most important inventions of mankind – the other two being money and economic tables.

More than two centuries later, the Internet has powered the written word to levels unimagined only a generation ago, let alone during Smith’s era. Indeed, it is the driving force behind a handy new-media maxim, “Content is King.”

Today we’re consumers of many kinds of online content, including streaming audio and video. But even in the face of such multi-media majesty as iTunes, YouTube, and various social media platforms, most of the kingly content is still in the graphic form so highly regarded by Smith.

So what does all of this mean for small business owners? It’s simple: In an era when content is king, if you want to connect with customers competitively – and stay connected – you have to produce more written words than ever before. But not just any words – authentic words.

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Mobile Computing Will Dominate Your Future

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What if I told you that seven-of-ten of the prospects and customers in your market can’t find your business? You’d be very disturbed by that, wouldn’t you?

Now, what if I told you that three-fourths of the calls your prospects and customers want to make to your business are not getting through? Would I be able to see the veins in your neck as you raise your voice to declare that such a thing would be impossible?

Well, in the past year or so, addressing small business audiences around the country, I’ve asked this simple question: “How many of you have a website that conforms to the small screen – a mobile website?” I’m sorry to report that the number of attendees who raised their hands – across multiple industries – was in the vast minority.

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