Archive for February, 2010

Unless You’re Starbucks, Coca-Cola or Another Big Player, Market Share Doesn’t Matter

Tuesday, February 23rd, 2010

A lot of businesses worry unnecessarily about market share. It’s understandable because we read a lot about market share in the media. It’s something that big companies worry about a lot and, to a large degree, they need to. Smaller companies, though – the kind of companies I work with most often – really don’t need to be worried about market share. In fact, (more…)

The Purpose of Advertising – to Entertain, or to Sell?

Monday, February 22nd, 2010

I love the E*Trade commercials with the talking babies. They’re cute and clever and they make me laugh. In fact, every time I see one – regardless of how many times I’ve seen it previously – I laugh. I like them. They’re well done. Good production values. Clever. But, do they sell?

Hard to say. A quick check online reveals that according to E*Trade Financial Corporation’s monthly report for Jan., 2010,  U.S. brokerage accounts (more…)

Generating Response, Followers and Referrals

Friday, February 19th, 2010

I just experienced an interesting phenomenon related to the release of my February e-letter. I’ve gotten into the practice of posting notices to various LinkedIn groups when a new e-letter is available, inviting new subscribers. I’ve been doing this for about 14 months now and (more…)

What the Heck is a # and Why Should You Care?

Thursday, February 18th, 2010

For those of you who have braved the bold new world of Twitter, it’s likely that you’ve come across the symbol #. In the old days, we referred to this as a “pound sign,” generally referring to its use on a phone. Today (more…)

Blogs – Worth the Effort? Opportunities for Writers?

Wednesday, February 17th, 2010

A business contact of mine asked me recently about my thoughts on the value of blogs for generating revenue and the opportunity that may exist for writers to generate content for blogs.

Personally, I think  the whole field of blogging is (more…)

Are You Community-Minded?

Tuesday, February 16th, 2010

Bristol Myers, General Mills and IBM were the Top 3 corporate citizens in 2009 according to the annual CRO 100 Best Citizens list.  These are just a few of the (more…)

They Don’t Care About You – But YOU Should Care About THEM!

Tuesday, February 16th, 2010

Want a quick tip to help you evaluate the effectiveness of your advertising copy? It’s simple. Just take a look and see how many times you use words like “we” or “our.” What’s wrong with those words? They’re you-focused, vs. they-focused – they being the target prospects you’re hoping to influence in some way.  Instead of words like “we” and “our,” your copy should include (more…)

Set Realistic – and Specific – Targets to Protect Your Budget

Friday, February 12th, 2010

Many of you have probably been at goal-setting seminars or workshops where the leader will pose a question like: “Would you like to make more money?,” and, of course, everybody nods or raises their hand. Then the leader will approach a workshop participant and  (more…)

Marketing – An Organizational Function Much Bigger Than Advertising

Saturday, February 6th, 2010

Most people think “advertising” when they hear the word marketing. That’s understandable because much of what we see/hear as consumers involves traditional advertising activities – newspaper ads, television commercials, billboards, etc. These media ads are the most visible and “in your face” marketing activities so it’s not surprising that most of us think that these ads are marketing.

But, while advertising is a component of marketing it is NOT marketing. There are many other elements of the marketing mix that can – and do – have a significant impact on your success! Here are a few things that “are marketing” that you may not have thought about: (more…)