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Articles in Marketing

How to Get a Better Response to Your Advertising Dollar

How to Get a Better Response to Your Advertising Dollar

When you’ve been in business for a while, you will have paid for advertising that some salesperson has persuaded you to invest in. Look at it this way. You write out a check for some …

Develop a Magnetic Personality to Enhance Your Business Networking

Develop a Magnetic Personality to Enhance Your Business Networking

Ever notice how you are naturally drawn to some people at a networking event? You walk into a room full of strangers and only a few people truly connect with you.
Before you go, take 10-15 minutes …

Make It Your Policy Of Returning Business Phone Calls Within 24-48 Hours

Make It Your Policy Of Returning Business Phone Calls Within 24-48 Hours

Our daily activities may include making phone calls to catch up with someone we met while networking or returning a phone call from someone else.
There are times when I have left a message for someone …

The Top 6 Topics To Avoid Talking About When You’re Networking

The Top 6 Topics To Avoid Talking About When You’re Networking

This is a tough one since we want to talk when we’re networking and sometimes we can to share too much information. I have listened to hundreds, if not thousands, of introductions throughout my career …

Your Social Consciousness Is An Asset To Your Business

Your Social Consciousness Is An Asset To Your Business

Corporate giants are spending billions of dollars today on initiatives designed to make them appear more socially and environmentally conscious because they’re finally waking up to the fact that “social profit” is as valuable an …

Naming Your Consulting Company – Four Key Questions

Naming Your Consulting Company – Four Key Questions

With the economy on the skids, many experienced mid and upper level professionals are striking out on their own, leveraging their expertise to build their own future and control their own destiny. 
For many of these …

The Pitfalls Of Using A Family Name For Your Business Name

The Pitfalls Of Using A Family Name For Your Business Name

I took a call from Jason Del Rey a few weeks back about an interesting branding story he was working for Inc. Magazine, for which he needed an expert opinion. 
Skinner Baking Company had long supplied …

Product Pricing – An Operations Tool

Product Pricing – An Operations Tool

The product pricing methodology used by most businesses uses this formula: 
Price = Cost plus a Mark-up.
All causal costs for the product are summed; a profit margin is then added to produce the price. Simple eh.

What’s …

What Small Business Owners Should Never Forget

What Small Business Owners Should Never Forget

I’ve found in my life as an entrepreneur that many small business owners tend to forget about a powerful tool they all have access to when promoting their business, services or products. It’s called THE …

9 Tips For Successful Business Networking

9 Tips For Successful Business Networking

Networking is one of the most powerful free marketing and publicity tools available to business owners. It is a great opportunity to position yourself as an expert and start creating a buzz for your business.
But …

Rubik’s Cube And Market Research

Rubik’s Cube And Market Research

A few years ago I received a Rubik’s Cube as a gift, and couldn’t put it down until I learned how to solve it. After the novelty wore off I forgot how until a cube …

To Know You Is To Love You – How Relationship Marketing Boosts Small Business Cash Flow

To Know You Is To Love You – How Relationship Marketing Boosts Small Business Cash Flow

One of the cardinal rules of small business is that people want to do business with people who they know, like, and trust.
That desire holds the key to both delight your customers and boost your …

To Increase Sales And Profits, Understand How Your Customer Uses Your Product

To Increase Sales And Profits, Understand How Your Customer Uses Your Product

Consider the unremarkable, off-the-shelf loaf of bread. The baker sells it by the loaf but we consume it by the slice. Let’s examine how a no-cost change could increase the baker’s sales and profits.
For simplicity …

Is Your Sales Cycle Working? 6 Keys To Creating Connection And A Profitable Sales Cycle

Is Your Sales Cycle Working? 6 Keys To Creating Connection And A Profitable Sales Cycle

“An effective sales cycle is based on turning simple conversations into relationships of trust with potential clients over time. We know that people buy from those they like and trust. This is never truer than …

Marketing: Holistic Value Offers Are NOT Bundles

Marketing: Holistic Value Offers Are NOT Bundles

One of the essential planks of the BE DiFFERENT Marketing platform is the notion of Customerization.
Customeriztion replaces the traditional marketing approach of developing products and services for the masses in favor of creating value-based Holistic Offers for the …

Extending Your Brand Message Through Social Media Sites

Extending Your Brand Message Through Social Media Sites

If there ever was a year for change, this is it. Changes in the stock market, the housing market, the elections, etc. etc. And it doesn’t stop there. Consumers are also changing the way they …