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…)
Archive for the ‘Marketing and Branding’ Category
When Considering Your Marketing Goals and Objectives, Get Real!
Wednesday, December 28th, 2022Unless You’re Starbucks, Target or Another Big Brand Player, Market Share Doesn’t Really Matter
Thursday, December 22nd, 2022
And, quite honestly, it may not even really matter to them.
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, really don’t need to be worried about market share. In fact, (more…)
SWOT, Done Right, Can Provide Important Insights
Tuesday, December 20th, 2022
I’m a big fan of conducting SWOT analyses, not only for strategic planning but really for any situation where you’re faced with an important business decision. A SWOT can help you gain clarity around the strengths and opportunities you can leverage and the weaknesses and threats you need to overcome. Pretty basic, but very powerful when done well.
Though common in large organizations, many small businesses and solopreneurs may not be familiar with the tool. (more…)
Yes, You DO Have Competitors!
Friday, December 16th, 2022
It’s not unusual, when I’m meeting with a new prospect or making a presentation related to marketing and the issue of competitors comes up, for someone to say: “We don’t really have any competitors.”
My response: “Well, actually you do.”
Even the latest and greatest brand new technological innovation that nobody has ever seen before will have to think about competitors. Here’s why. (more…)
B2B Marketing is Different — Here’s How
Wednesday, December 14th, 2022
The business market is different. While some consumers are also small business owners, it can be challenging to ferret out those segments. In addition, small businesses do not represent a homogeneous group that has the same needs, interests, avocations, and “hot buttons.”
This distinction can represent challenges to companies not familiar with—or aware of—the distinctions between B2C (business to consumer) and B2B (business to business) advertising.
What’s the Purpose of Advertising: To Entertain or to Sell?
Thursday, September 29th, 2022
I used to love the E*Trade commercials with the talking babies. They were cute, clever, and they made me laugh. In fact, every time I see one—regardless of how many times I’ve seen it previously—I laugh. I liked them. They were well done. They had good production values. They were clever.
But, did they work from an advertising standpoint? (more…)
Generating Responses, Followers, and Referrals—An “A-ha!” Moment
Monday, September 26th, 2022
17877227 – social media
A while ago I experienced an interesting phenomenon related to the release of my monthly e-letter. I’d gotten into the practice of posting notices to various LinkedIn groups when a new e-letter was available, inviting new subscribers. I had been doing this for about 14 months and (more…)
How Do Your Customers Perceive Your Brand?
Wednesday, September 21st, 2022
It is not uncommon for me to be approached by a client or a potential client who wants to “develop their brand.” They are often surprised to find that they already have one—we all do.
You may also be surprised to learn that, whether you realize it or not, you have a brand identity. You may not know what that identity is, but you have one!
Many business owners believe that they define their brand. In truth, a brand is defined by your customers or clients. The definition is based on (more…)
If Your Goal is “Implied,” You Don’t Really Have a Goal
Thursday, September 8th, 2022
In interviewing for a job several years ago, I went through a round of interviews with various members of the organization. When meeting with the Chief Administrative Office (CAO), he handed me a brochure and said: “What do you think about this brochure?” My immediate thought was: “In what regard?,” but I resisted the urge to say that and, instead, said:
Blogging Best Practices
Tuesday, August 30th, 2022
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…)
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