I was working with a client recently to develop an e-mail campaign that they wanted to send out to a list of prospects in a particular order. We were spending quite a bit of time discussing the order and the variation—and progression—in content for these emails.
And then it dawned on me!
There’s often a big difference between siblings, even those close in age growing up in exactly the same environment. That was certainly the case between my brother and I. He was the kind of kid that would ask for something and not take “no” for an answer–even when threatened with punishment. I, on the other hand, would take rejection or refusal at face value and move on. I have that same tendency today and I know it’s not the right way to approach life–or building business.
The point was driven home to me recently when catching up on some reading. (more…)
If you’re reading this post, chances are you’re familiar with the use of demographics in helping to define and understand your target audience. Demographics are objective criteria such as age, sex, income or geography/location. You also may be familiar with psychographics. Psychographics are qualitative characteristics of your audience–whether they are family-oriented, enjoy the outdoors, etc.
But, if you’re in the B2B (business to business) space, there’s another marketing term that you should be focused on: firmographics. Firmographics are (more…)
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