The 3 Letters You Need To Know To Market Your Business
Ages ago when I was teaching a class on marketing for small businesses and start-ups one of the students asked a question that still makes me chuckle. He said, “Can’t you just tell me what works and I’ll do that.” If I had the universal answer to that question I could retire. The short answer to his question was, “All of it works, and none of it works.” But in order for any of it to work for you long-term you need to know 3 simple letters: USP. For those of you who read that really quickly and transposed a couple letters,...
read more“Me Too” Is a Dangerous Marketing Strategy
As someone who eats, sleeps, and breathes marketing; there’s a common tactic I see that just makes me cringe. I don’t cringe because it’s offensive or tasteless. I cringe because I know the business using it is on a dangerous path. The tactic I’m talking about is one I call “me too marketing”. Me too marketing means you’ve seen your competitor putting out a marketing message that’s so good you become envious. So you start screaming to the world, “Me too!! Me too! I do that...
read moreOne Day, Seven Sessions, Hundreds of Answers
It’s no secret to anyone who knows me that I’m a total marketing geek. (I’m also a Star Trek freak and a Dr. Who nerd, but that’s another story.) Luckily I’m not the only Fort Worth marketing geek. This month I’m teaming up with some of my favorite co-geeks and our friends at Knowledge for Success (KFS) to put on the first KFS Summit for small business Online Marketing Success. This is going to be a solution-packed all day event, starting at 9am on Friday, October 28th at KFS (2701 W. Berry, Fort Worth, TX 76109). While...
read moreThe Secret to Making Money at Tradeshows & Expos
People who attend an expo or tradeshow don’t usually plan to buy at the show. You probably won’t leave the show with a fistful of cash, but exhibiting at a show gives you a unique opportunity to connect with your target audience because they’ve made a special trip to find businesses just like yours. But they aren’t necessarily looking for you – they’re looking for everyone at the show who provides similar products and services. If an attendee stops and talks to you, they’re probably going to talk to your...
read moreIf You Don’t Know What To Do – How Will You Know If You’ve Done It?
When I teach my class on exhibiting at a show the lights come on in people’s eyes at different points in the presentation as they think of new ideas. But one concept seems to make all the student’s eyes tell me, “I never thought of that” in unison, and it happens at the beginning of the class. Ready for it? You have to have a goal. Most novice (and even some experienced) exhibitors start with the booth design. They think of the images to use, the promotional products they want to hand out, how they want their booth...
read moreIt Doesn’t Have to Say “Buy Now” to Get You to Buy Now
This picture was part of a hanger attached to my front door today. Before it went to the recycle bin I thought I would use it point out some neuromarketing you might not know about. Notice the part that says, “Just in time for back-to-school shopping.” We see these “just in time” messages for every occasion. Newsflash: the executives weren’t hammering out details on whether this offer should be $9, $10, or $11 off. This decision was not made at the very last minute possible to get a special deal in time for this particular...
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