<p>Chris Radford author of the book Attractive Marketing is a former marketing director of Pepsi and managing director at Head Sports. His business, Differentiate (<a href="http://www.differentiate.co/"><b>www.differentiate.co</b></a>) supports business leaders to create better marketing and sales strategies.</p><ul><li>His methodology, called The Attractive Thinking Approach is based on these five steps:<ul><li>Pinpoint - Understanding customer problems</li><li>&nbsp;Position - Solving them better than your competitors</li><li>Perfect - Creating Products customers love</li><li>Promote - Making sure customers can buy them</li><li>Pitch - Making it happen</li></ul></li><li>&nbsp;He believes that people only buy emotionally from people they like but that they also want a product that leaves them feeling in control of a situation</li><li>Two simple tools he recommends to understand your customers better than your competitors is a customer interview and to survey the market using a research company that provide customer panels of representative groups.</li><li>&nbsp;Chris particularly admires Riverford the organic veg box company and their way of communicating with their customers.</li><li>The best way to contact Chris is at <a href="https://chrisradford.net"><b>chrisradford.net</b></a> or by email at <a href="mailto:[email protected]"><b>[email protected]</b></a><b>&nbsp;</b></li><li>His book <a href="https://www.amazon.co.uk/Attractive-Thinking-questions-successful-strategy/dp/1788601033/"><b>Attractive Thinking</b></a>&nbsp;</li></ul><p>Access the <b>7 Costly Mistakes to Avoid When Branding or Rebranding </b>eBook when you subscribe to TUNED NEWS.<br><br><a href="https://www.brandtuned.com/newsletter"><b>Brand Tuned's Newsletter</b></a></p>