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:

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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.

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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?

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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 »

They Don’t Care About You; Here’s How You Can Show That You Care About Your Customers

August 18th, 2022

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 Read the rest of this entry »

“More” is Not a Good Marketing Goal. Why Specificity Matters.

August 16th, 2022

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  Read the rest of this entry »

I Got Wordle in One Try: What Are the Odds?

August 7th, 2022

On July 17 I got the daily Wordle word in just one try.

Creature of Habit

I did what I always do in the morning after waking up. I immediately grabbed my phone to check messages (like real people are emailing and texting me during the night; no, my messages are primarily ads and spam but I compulsively check every day anyway). I drank my first cup of coffee for the day. I read the daily paper (yeah, I still read a hard copy local morning paper even though about 99% of everything else I read is digital). I caught up on Words With Friends—and then I played Wordle.

Every morning when it’s time for Wordle I launch the app and then I just stare at the 30 boxes on the screen for a few seconds until a five-letter word “comes” to me. Read the rest of this entry »