The Common-Sense Mistake Sabotaging Your Ads
Are your ads aimed at winning the type of buying decision that your customers are actually making?
The 2nd Worst Time to Introduce Yourself to a Customer
By then — absent extraordinary sales skill — it’s too late to build preference and make a high value sale.
What Are Your Ads Really Selling?
People evaluate professional services in the same way that they’d evaluate a potential friend or romantic partner.
Sales Promotions are Like Fertilizer (Helpful & Dangerous)
Use too much fertilizer and your business will smell like manure.
Is Cap’n Crunch Driving Your Marketing?
A marketing diet heavy on pay-per-click is not sustainable. It lacks all the essential minerals and nutrients that make buyers love you.
Fierce Competition, Long Buying Cycles, and Great Advertising
For long buying cycles, pre-convince customers before they're looking. Waiting is too costly.
Why I Got Fired
In a little over 18 months, top of mind awareness jumped 550%. And I was fired. And I deserved it.
Effective Marketing on a Budget
The common shotgun style approach may actually hurt your business growth if you are working on a limited budget.
Don’t Become a Digital Hostage
What if you were locked out of your online leads or extorted? It happens often, yet business owners don’t share this publicly.
Death to “Corporate” Marketing
To effectively market, you need to catch people’s attention, not blend in with how all the other industry ads look.
Focus on Results: Avoid Micromanagement and Leverage Metrics for Record Profits
Why do people micromanage others? It comes from a fear of failure.
Challenges of a Family Business
There’s a relative I haven’t spoken to in five years. Family coming first sounds good, but the reality is more complex than that.
Don’t Drink the Kool-Aid
Marketing Heads insist “it’s a numbers game” and standardize campaigns to reach more people, neutering creativity in the process.
Ignore the end game at your own peril: Succession and retirement essentials.
I first saw this unfortunate turn of events happen for a client 20 years ago.
How To Avoid The Pitfalls Of Lower Price
You don’t have to be the cheapest to win the business. You have to be the best bang for the buck.