Archive for the ‘Business Development’ Category

Avoiding Paralysis by Analysis: How Much Research Do You Really Need To Do?

Tuesday, August 2nd, 2022

Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs, and the drivers that might lead them to positive action relative to your product or service is never a good idea.

On the other hand, many companies—particularly small companies—don’t have the time or resources to invest in expensive research activities.

It’s a conundrum—but one that can be addressed (more…)

Your Customers are Talking About You. Do You Know What They’re Saying?

Tuesday, July 26th, 2022

If you’re not on Instagram, Twitter, Facebook or other social media sites —and believe it or not, many, many people are not!—you may be missing out on some very important conversations. Some of these conversations may be about you!

In working with a client recently, we did some quick online research and they were shocked (more…)

The Early Bird Gets Better Sales Results

Thursday, July 7th, 2022

Sometimes it can be the smallest of things that leads to a lost opportunity from a marketing or sales perspective. Small things that can, I think, be easily corrected.

I had a personal example of this recently while working on a proposal for a branding project. I needed to gather some price information for some elements of the project. In two cases, I contacted two different individuals, asking for some estimates. In each of these cases, one of the people got back to me right away—the other, not at all. (more…)

Don’t Be a Fast Follower. Don’t Be a Follower at All!

Tuesday, July 5th, 2022

“Fast follower” is a term used in marketing circles to refer to a company that moves quickly to do what its competitors are doing, or to do what one specific, extremely innovative competitor is doing. But I’ve never really liked the idea of

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Stop the Insanity! Are You Continuing to Make These Same Mistakes Over and Over and Over and…?

Thursday, June 30th, 2022

You’ve no doubt heard the definition of insanity: “Doing the same thing over and over again, and expecting different results.”

It’s a common malady in the business world, and particularly evident these days during tough times. Companies know that the results they’re getting aren’t what they’d like to see and are not likely sustainable, yet they don’t quite know what to do about it. So they keep doing what they’ve always done in tough times – they (more…)

You’re Using LinkedIn the Wrong Way—Here’s What We Recommend Instead

Tuesday, June 7th, 2022

social media marketing, how to use linkedin, twitter, facebook and other channels to achieve marketing results

I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.

So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? (more…)

What Is Verisimilitude?

Tuesday, May 31st, 2022

Years ago I was fortunate to be able to work with one of the true gurus in the field of direct marketing copywriting—Herschell Gordon Lewis. A marketing genius, a horror-film writer! (he’s actually known for creating the “splatter film” sub-genre of horror, according to Wikipedia)— (more…)

Should You Be Upfront About Your Pricing?

Thursday, May 26th, 2022

A recent LinkedIn question resonated with me—”Why don’t people like to talk about pricing UPFRONT?” Why indeed?

Have you ever been frustrated when trying to make a purchase decision because you can’t get pricing information from coy salespeople or cryptic web sites? In my opinion, (more…)

Creating Your Zoom (aka Elevator) Pitch

Monday, March 21st, 2022
Elevator pitches have been a mainstay of business networking for decades. Initially named because they were likely to be delivered while riding in an elevator, requiring a short, pitchy and impactful statement for that brief span of time, today’s elevator pitches are just, if not more, likely to be delivered via Zoom.

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This is Why LinkedIn Isn’t Working for You!

Tuesday, December 7th, 2021

We’ve been managing our own, and client, LinkedIn profiles and company pages for several years now. I’ve always been a big LinkedIn fan and I’ve seen interest in using LinkedIn for business development grow significantly during the pandemic as opportunities to connect in person with clients and prospects has diminished, or disappeared in some cases. As we work with clients who are new to LinkedIn we tend to see a lot of the same issues that are hindering their ability to use this powerful business-to-business (B2B) social media channel most effectively. After working with a couple of new clients to help them develop and fine-tune their strategy, I thought I’d share some of the most common missteps I see and offer some advice for others who don’t feel they’re getting enough traction on LinkedIn (or other social channels—the same best practices apply there as well). (more…)