marketing tips

Rule #5 of Marketing: Capitalization

Ok, this is where I break your heart. Effective marketing takes money. That’s just the truth. Take a deep breath now and accept it. it’s not just a question of “how much” – it’s more a question of “how fast”.  The more money you invest, the faster you realize a return. When it comes to investing in marketing and getting a return the trick is to know your ROI Threshold.  

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Rule #4 of Marketing: Persistence

I can’t count the number of times I’ve heard people say “We mailed a brochure one time and we didn’t get a single lead. That’s why we don’t mail anything anymore.” These otherwise talented individuals are breaking the law of persistence. Think about it: there is a person out there who needs your product or service and you need to reach them to get your marketing message through and, with luck get on the short list. But you have no idea when this need will become active. The rule of Persistence is key. Today’s buyer is bombarded with marketing messages and they’ve put up a wall to keep you out. They delete email without looking at it. They don’t read ads. They have gatekeepers. You are one of thousands of companies vying for this buyer’s attention. If the old adage is that it takes seven contacts to make a sale[…]

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Rule #3 of Marketing: Consistency

In the buyer’s mind, consistency = quality. The rule of consistency can be applied to many functional areas in a business. When it comes to marketing a consistent message, consistently delivered to the right people will pay dividends. Think of it this way. Drip marketing works because it delivers multiple “touches” over time. Consistent, high quality touches repeated over time. The medium might change (email, printed, on-line, publicity, advertising, etc.) but the net effect is the perception of omnipresence.  

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Rule #2 of Marketing: Concentration

Ever hear the term “scatter shot”? Or “shot gun approach”? While few of us would admit to such a lapse of common sense, the reality is that most small businesses engage in Scatter shot Marketing. The symptoms of this disorder include: constantly trying to figure out who to call on the reinvention of the prospecting process every week high numbers of single touches to random people poor closing ratios Scattershot is the opposite of Concentration. Bullets are flying but there’s no telling which will lodge in someone’s cortex. I think the military calls it “Spray and Pray”. Maybe I’m crazy but, if I’m investing in marketing activities, I’d like a little better odds. Concentrating your marketing AND sales on a defined target (a list of people who fit your idea of a “best customer”) greatly increases the odds that your efforts are going to deliver new customers. The rule of[…]

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Rule #1 of Marketing: Simplicity

Marketing success comes down to one thing: knowing the rules of the game. Think about that for a minute. Let it swirl around in your brain. Seems like common sense, right? You can’t win a game if you don’t know the rules. Over the last couple of decades of creating successful marketing initiatives, I’ve discovered some hard scrabble rules. Violate them at your own risk. For some, this might be new information – for other experienced marketers, I hope the rules coming over the next few weeks are a refresher course in fundamentals. After you read them, if you disagree, feel fired up with renewed vigor, or are just lonely, feel free to comment. 1. The Rule of Simplicity When it comes to effective marketing communication, simplicity is key. The more precise you can be in communicating your value, the easier it is to buy from you.

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I hate the color blue.

Eliminating Personal Preferences in the communications development process. By Pete Monfre Evaluating creative work is one of the most difficult processes anyone faces when executing a marketing or communications strategy. The pressure comes from the fact that these decisions can make the difference between the success and failure of an entire effort. It’s not that we don’t all have opinions to contribute, but often those opinions are steeped in the fear of the unknown. Falling into this trap forces us to base decisions on the one thing we do know for sure:  our own personal preferences.

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Pants on the Ground and the Macarana Gambit

Here we go again. Mr. Pants on the Ground is this year’s William Hung and a viral sensation! It just shows that viral distribution for marketing and entertainment content is a viable ploy. But wait a second. Viral has nothing to do Larry Platt’s rise to temporary fame.

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Why Do People Buy – Part Two

So what does all this mean to marketers? (See Part One) 1. Advertising and marketing strategies should attempt to present an appeal strong enough to stimulate action toward satisfying one of Maslow’s basic human needs. 2. Maslow believes lower levels always take priority over higher levels so you shouldn’t attempt to sell products or services that only meet higher levels of need. This means don’t try and sell clothing to someone who hasn’t eaten in a week, and don’t sell expensive software to people who don’t have the basic infrastructure to run it.

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What first impression are you making?

At the risk of sounding a bit judgmental,  (as businesses we are being judged constantly) but I feel a need to share some thoughts about a disturbing trend that threatens to destroy us all! Sorry, got carried away for a minute, but in the context of sending a message that you can be trusted and are a credible and reliable resource – the way you make your first impression is critical to winning customers. So often people seem to get first impressions wrong.

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How to spot a marketing wanker

If you’ve known me for any length of time, you know I’m somewhat disappointed in the marketing industry with regard to how they obfuscate, mislead clients and generally say and do anything to make a buck. I know this is true because almost every client I talk to has several horror stories of those who came before me. And, rightly so, they are suspicious and guarded when it comes to engaging. Fair enough. Now, I’m not saying that ALL folks involved in the marketing business (and related categories) are all money grubbing slight of hand artists. I know many consultants, designers, web developers and other people who really know their stuff and operate at the highest levels of ethics. I just believe they are in the minority. I’m going to share with you some warning signs to look for when choosing a marketing partner so you can avoid getting ripped[…]

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