A while ago I experienced an interesting phenomenon related to the release of my monthly e-letter. I’d gotten into the practice of posting notices to various LinkedIn groups when a new e-letter was available, inviting new subscribers. I had been doing this for about 14 months and Continue reading “Generating Responses, Followers, and Referrals—An “A-ha!” Moment”
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 Continue reading “How Do Your Customers Perceive Your Brand?”
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:
Continue reading “If Your Goal is “Implied,” You Don’t Really Have a Goal”
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 Continue reading “Blogging Best Practices”
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?
Continue reading “Are You Making Your Customers Work Too Hard? They May Just Give Up.”
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 Continue reading “Qualitative vs. Quantitative Customer Insights and How to Use Them”
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 Continue reading ““More” is Not a Good Marketing Goal. Why Specificity Matters.”
Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs, and the drivers that might lead them to positive action relative to your product or service is never a good idea.
On the other hand, many companies—particularly small companies—don’t have the time or resources to invest in expensive research activities.
It’s a conundrum—but one that can be addressed Continue reading “Avoiding Paralysis by Analysis: How Much Research Do You Really Need To Do?”
If you’re not on Instagram, Twitter, Facebook or other social media sites —and believe it or not, many, many people are not!—you may be missing out on some very important conversations. Some of these conversations may be about you!
In working with a client recently, we did some quick online research and they were shocked Continue reading “Your Customers are Talking About You. Do You Know What They’re Saying?”
Throughout my career I’ve been involved in numerous naming and branding initiatives and am always struck by not only the intrinsic challenges of getting a group of people to agree on a particular name/brand for a company, product or service— but also by the enormous amount of angst and emotion that becomes part of the process.
In truth, the process of coming up with a name—whether for a company, a product, a campaign, a department, or whatever is a process Continue reading “When Branding or Rebranding Don’t Get Stuck on Names”
