So yesterday I was again asked to defend this statement which sort of goes against all that is holy in the world of sales and advertising. Unless you are selling a product or service that is entirely unique, and you have no competition in the market, your message of how great your product or service [...]
What seems to now be an every month occurrence, I have something to say about Municipalities and Cities using Social Media to inform, educate and interact. Chapter 3 is just a brief update on the use of Social Media by my hometown, the City of Tipp City. I introduced them to using social media tools in [...]
Stick a fork in it. Direct mail is dead. Small business clients that I call on are dead tired of spending $600-$800 on a postcard mailing to find only one or two end up back in their store. That equates to $100-$300 per lead. Ouch! Many of them think that the people receiving their carefully [...]
You are not the “other guy” So your product is less than best, people aren’t talking about what you are selling.. They are talking about the “other guy”. Your competition always seems to be working harder and longer to do what you have been doing. You now surmise that since they are always on the [...]
Small business owners often know what they want. Some owners would like to summon more customers into their store, others would like to close more lucrative deals, still others hope that their web site would convert more visitors into buyers. All of these wants are completely valid. The selfish motivation of these business owners is [...]
Anyone trying to pass along an e-marketing campaign that does not include REAL VALUE is missing the boat. The true “stump hole” out there is the fear that one will only receive INTRINSIC VALUE for participating in online advertising and marketing. Strategists must move beyond selling poorly supported advertising agendas that only exist to support a weak value proposition. If your online campaign does not instill a strong TRUST from leaders, and the follow-through RELIANCE from the sales organization, you have not learned how to swim.