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How Can You Find the Right Focus For Your Marketing Messages?
A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the...
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Should You Be Upfront About Your Pricing?
A recent LinkedIn question resonated with me—”Why don’t people like to talk about pricing UPFRONT?” Why indeed? Have you ever been frustrated when trying to make a purchase decision because you can’t...
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You’re Using LinkedIn the Wrong Way—Here’s What We Recommend Instead
I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I...
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Are You Making Your Customers Work Too Hard? They May Just Give Up.
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...
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The (Absolute) Power of Product and Its Impact on Your Marketing
Marketing is a must-have for businesses of any kind and any size. In fact, all businesses are using marketing to some degree whether they know it or not. I grew up in a family-owned business—a do-nut...
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If Your Goal is “Implied,” You Don’t Really Have a Goal
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...
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B2B Marketing is Different — Here’s How
The business market is different. While some consumers are also small business owners, it can be challenging to ferret out those segments. In addition, small businesses do not represent a homogeneous...
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Unless You’re Starbucks, Target or Another Big Brand Player, Market Share...
And, quite honestly, it may not even really matter to them. A lot of businesses worry unnecessarily about market share. It’s understandable because we read a lot about market share in the media. It’s...
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When Considering Your Marketing Goals and Objectives, Get Real!
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...
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Zigging When They Zag: The Potential of Traditional Marketing Communication
The digital environment is quite cluttered these days and becoming more so. Consumers benefit from access to a massive amount of information literally available at their fingertips—and often being...
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