Blog


May

16

2013
Proceed with care, or it’ll be zilch.

Tough Love on Messaging

If you’re in an organization that makes and sells products or services – and that should be all of us, right? — I’ve got some news for you.  While you live, eat, and breathe your business, no one else cares about the nuances of your messages.  Not one lick.  Because in our cluttered sea of offerings, what your product is about is, quite frankly, irrelevant. ...

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May

05

2013
Find your great customers and keep your business strong.

RFM: A Simple Way to Grow Your Business

If asked who your best customers are, you might consider them based solely on dollar volume. Big spender, great customer. Makes sense, right? Not necessarily. Dollars spent are one part of what you need to know. Considering only the dollar value of a customer leaves off other indicators that help tell the tale of potential future earnings. It’s common business sense that mining your customer...

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Apr

28

2013
School is in session.

K-12 Education Marketing: Some Essentials

Here’s a small collection of what I consider “best practices” for K-12 education marketing, born from 20 years of working the K-12 beat. Work the market both top down and bottom up.  Only courting the supervisor level since they’re the decision-makers, and not acknowledging the role of influencers is a commonly made mistake.  In secondary ed markets, department chairs have significant influence.  In elementary, target...

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Apr

17

2013
Big money time.

ROI Marketing

The difference between marketing investment and marketing cost lies in our ability to determine the return on investment of marketing expenses. If we can assess the dollars our marketing initiatives bring in — if we’re practicing ROI marketing — then we can determine results and deem the spending an investment. If we don’t know the results, then spending is a cost. In tough times —...

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Apr

12

2013
You've got mail.

Email Marketing 101

When you send out a solicitation email, you’re initiating the first step in a communication chain devised to create action.  Generally, the second step is to move the recipient to your website, where you’ll wow them with great content, a great product, and a great offer.  Don’t   overload the email copy….create enough interest to cause action.   Remember:   you’re not going for the sale in the email.  Keep...

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