Category Archives: Marketing

FAQs About FAQs

How often does a customer call, text or email you with a question? If you said ‘rarely’, then you’re either very good or very lucky. Stop reading now and go do something fun in stead. If you said ‘often’ or ‘a lot’, then read on – this one’s for you. Read More »

Gratitude Magnitude

A key concept for a successful Referral Strategy is the Magnitude of your Gratitude. You have lots of potential people to thank – here are seven steps to making the most of your gratitude.  Read More »

Referrals Rule!

Last month, we discussed whether or not you should ask for Referrals, winning Repeat Business and seven tips for how to ‘Nail the Sale’. Now, let’s focus on Internal and External Referrals.   Read More »

Customer-Centered Marketing

In responding to a reporter’s request for a marketing tip that is both effective and profitable, I indicated that mine was neither new, sexy or high tech. It’s old and simple, yet everything old is new again and simple is always good. My tip is embracing Customer-Centered Marketing. Read More »

Master Marketing R&R

Time to focus on ‘Marketing R&R’— with every sale or engagement, savvy entrepreneurs ask themselves ‘How can I earn repeat or referral business?’ The answer is easy to understand but hard to do. So, read on for ‘R&R’ Best Practices. Read More »

Your Elevator Speech Revisited

(A business reporter recently asked for my comments on ‘Elevator Pitches’. I was happy to share my expertise and experience and a summary of our conversation follows. )

FYI – I did indicate that I preferred ‘Elevator Speech‘ to ‘Elevator Pitch’. ‘Pitch‘ sounds like you’re trying to sell something. No one likes to be sold to. ‘Speech’ sounds like you want to share some information. Even though the difference in connotation is subtle, it can impact the mindset of the person doing it. Read More »

Branding on a Budget

Are you trying to promote your brand on a tight budget? Well then, it’s time to get creative with ways to get lots of free positive exposure. The concept of ‘target marketing’ requires you to precisely define and describe your ideal customers with specific demographic details – those who really need your products or services, value your approach to it, love your style, will always pay full price for it and will easily evolve into raving fans.

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What if Your Business IS the Best Choice?

Late last year, we discussed some strategies to consider when you realize you’re not the right choice for a product or service your prospect needs. It earned lots of positive comments and some people even indicated that they had never even thought about some of the strategies mentioned. 

So, this topic should be obvious – What if Your Business IS the right choice?’ Some of the brief 10 steps will be obvious, too, … but, some won’t. So read and heed. Read More »

No-Budget Marketing

Marketing for entrepreneurs is always a challenge, especially with no budget for someone else to do it. Here’s a summary of simple best practices that will help you out-think the competition. Read More »

What if You’re Not the Prospect’s Best Choice?

As regular readers may recall, I’m a resident expert on sales pitches for Cleveland’s Council of Smaller EnterprisesMind Your Business’ blog. I recently responded to a question from R.G. in Beachwood  about what you should do if you conclude you’re not the client’s best choice during the fact-gathering conversations. Read More »