7 Tips for Working Effectively With the Media

October 4th, 2022

It seems that more and more businesses—large and small—are looking to the media (including social media) to generate awareness for their businesses and their products. Makes sense. Media coverage, whether traditional or online, can be a great source of exposure, not only because of its cost-effectiveness but also because the things that others say about us tend to hold more credibility than the things we say about ourselves (e.g. our advertising messages).

Media coverage is not “free,” however. Read the rest of this entry »

What’s the Purpose of Advertising: To Entertain or to Sell?

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? Read the rest of this entry »

Generating Responses, Followers, and Referrals—An “A-ha!” Moment

September 26th, 2022

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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 Read the rest of this entry »

How Do Your Customers Perceive Your Brand?

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 Read the rest of this entry »

If Your Goal is “Implied,” You Don’t Really Have a Goal

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:

Read the rest of this entry »

The (Absolute) Power of Product and Its Impact on Your Marketing

September 6th, 2022
Marketing is a must-have for businesses of any kind and any size. In fact, all businesses are using marketing to some degree whether they know it or not.

Read the rest of this entry »

When It Comes to Hyper-personalization Use Your Spidey Senses

September 1st, 2022

Digital technology available today makes it possible to hyper-personalize communications with customers and prospects. But, just because you can, doesn’t mean you should. I think the biggest mistake that marketers can make in pursuing hyper-personalization Read the rest of this entry »

Blogging Best Practices

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 Read the rest of this entry »

Are You Making Your Customers Work Too Hard? They May Just Give Up.

August 25th, 2022

Sometimes I think the most simple thing that we can do as businesspeople and marketers is “put ourselves in the shoes” of our prospects and customers. Are we making it easy to buy? Or are we setting up unintentional barriers, however slight, that may interfere with—or obliterate—the purchasing process?

Read the rest of this entry »

Qualitative vs. Quantitative Customer Insights and How to Use Them

August 23rd, 2022

A few years ago I was at a craft show—an annual outing where I sell beaded jewelry that I design and “dabble in” throughout the year. Unlike previous shows, that year I sold hardly any earrings, usually a high demand item both because of their uniqueness and low price, I think (I have to be honest with myself!). Instead, that year I sold Read the rest of this entry »