Archive for the ‘small business marketing’ Category

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Know your limitations.

Monday, December 1st, 2008

There are plenty of “hypers” out there selling a “miracle” pill, weight-loss machine, slicer/dicer, you name it.

But just take the time to look closely at the next 20 or so ads, articles and web pages you see and you’ll very likely realize that most companies play it safe in terms of promising vs. over-promising.

Why? Simply because the smart and successful organizations want your business and your repeat business – and they want you to tell your friends to do business with them as well.

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Posted in Advertising, marketing, repeat business, small business marketing, smart advertising | Comments

Who are you speaking to and is anyone listening?

Monday, October 6th, 2008

Being clear on your target market is crucial to your marketing success. This takes research, of course.

Do you know who your customers are? How can you find out? What do they need? When there’s competition, you need to be even more targeted with your niche and your business branding.

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Posted in business branding, forums, small business, small business marketing, target audience | Comments

The Ability To Overcome Adversity

Thursday, September 4th, 2008


So the Summer Olympics have come and gone for another four years. And if you followed the Olympics at all, you likely heard about Michael Phelps and his record-breaking performances. Without question, he achieved the ultimate success in the sport of swimming.

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Posted in adversity, business writing, marketing, small business marketing | Comments

If You Are Claiming To Be #1, Make Sure That You Really Are #1.

Monday, August 25th, 2008

How many times have you looked for something and read a claim that it was #1?
I see it all the time and often wonder how the company marketing the particular product or service, came to this conclusion. Do they really think that consumers are naïve enough to believe the claim just because it is written in an advertisement?

Today, more so than ever, consumers are skeptical and want to know the truth. If someone or something is being labeled as #1, there better be some evidence to support it. Otherwise, the consumer will view it as another tired old claim and very likely be turned away.

Kim T. Gordon recently had an article published on Entrepreneur.com, Word to the Wise, that describes this overused “word crime” as well as many others that should be avoided when writing marketing copy.

A few highlights from the article of words used in claims that are so overused they are almost meaningless:

• Solution. You better have one ready.
• Amazing. How many are really amazing?
• Quality. Is that relevant? Quality is an expectation not a benefit.




Permanent link to this post (195 words, 1 image, estimated 47 secs reading time)

Posted in Advertising, Internet Marketing, ad copy, copywriting, marketing, small business marketing, writing ads | Comments

The Almighty VERB

Friday, July 25th, 2008

I know….YAWN! Since when is the topic of verbs considered exciting? While it may not be exciting, verbs are key to your marketing success. REALLY!

Action, action, we want action.
Active beats passive – every single time. Always, always, always choose words – especially verbs – that are active, visual and powerful. Your writing will be far more vibrant and convincing if you use active rather than passive verbs and the active voice over the passive voice. Passive verbs tend to be wordy, unnatural and, frankly, downright dull.

Consider these two sentences:
Passive: The book proposal was given to the publisher by Lisa.
Active: Lisa presented her book proposal to the publisher.
Or these:
Passive: The cake was eaten by the boys.
Active: The boys devoured the cake.

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Posted in business writing, creative writing, marketing, small business marketing | Comments

Is there a secret to online marketing?

Monday, July 7th, 2008

The answer is no.

If you are looking for a secret or a “get it done quick” plan to a successful on-line marketing campaign, you won’t find one. Online marketing is marketing, and like all effective and successful marketing campaigns they have to be clearly defined and well thought out.

Although online marketing can be less expensive and launched a bit quicker than a print campaign, it still requires the same time and efforts to be effective.

A few factors to consider that are essential to every marketing campaign:

1. Relationship building and letting customers know you. Whether it is online or in print, customers need to know about your product or service. Make sure your descriptions are informative; to the point and that there is a sufficient amount of copy that answers the questions your potential customer might ask. Don’t leave them wondering.

2. Offer value to your customer. You don’t have to be the least expensive, but you do have to offer the most value for their money. This needs to incorporated and translated into your marketing copy.

3. Use incentives in your marketing. Customers love to receive coupons, discounts and free gifts. Let them know what they will get.

4. Keep in touch. A successful marketing campaign has to have follow-up with past clients. It is always easier to get return business from happy customers than finding a new one. Not to mention the referrals that could come by reminding past clients how great of a product or service you have.
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Posted in Internet Marketing, low-budget marketing, marketing, online marketing, small business marketing | Comments

How to get your hands on a dose of marketing perspective?

Friday, June 27th, 2008

Here are my commandments on how to keep your eye on the big picture even as you are so focused on your own slice of the business world:

» Read, read, read. When it comes to your market, your industry and what you know, there is no such thing as too much information, too much knowledge.

» Know thy audience and know thy competitors. “Nuff said.

» Don’t be 24/7/365. Take time, schedule it if you need to, to focus on something not related to your business.

» Keep it humble. Don’t assume, talk to others, ask questions and always be prepared to change your mind and your plan.

» Be real. You’re important and what you do is important but there’s a whole world of important people and businesses and causes out there.
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Posted in information marketing, marketing, marketing research, small business marketing | Comments

Got Marketing Perspective?

Monday, June 23rd, 2008
You know when you’re so focused on something that you may lose sight of what it really is or of how important it really is (or isn’t) in the grand scheme of the world?

I got a great dose of perspective the other day. My 8-year-old daughter has an e-mail address. Her e-mail is included on this subscriber list. Recently, she received an e-mail with tips on blogs and blog writing.

She sent me back an e-mail that read like this: So….I guess BLOGS are IMPORTANT?????

That gave me a good laugh. It reminded me that while what I do is important, and, I like to think, helps others succeed, sell more, realize their dreams and learn something new as much as possible, the truth is, most of us aren’t finding the cure to cancer. We take ourselves seriously, as we should, but it’s just too seriously at times.

Taking a step back and drinking a big mug of perspective will make you much better and much more successful at what you do. So….remember….and this is very important: blogs are very IMPORTANT!!!
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Posted in blog, blog content, blog ghostwriting, blogging, marketing, online marketing, small business marketing | Comments

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