Is Your Competition Plotting to Steal Your Clients?

The world of business is often cutthroat, especially when it comes to marketing. Competitors are constantly attempting to bring your existing and potential clients over to work with them. It’s nothing personal, of course; they are in business to make a profit just as you are. Nevertheless, those competitors pose a significant threat to your client base. [Read More…]

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Making a List and Checking it Twice

In the spirit of the Christmas season, here is a list of tangible steps you should be taking to make your marketing efforts as successful as they can be. [Read More…]

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Marketing Tips That Work

Success in this fast-paced economy is all about quickly and reliably reeling in customers using an effective marketing campaign. All businesses engage in some form of marketing, but only a few really succeed. By creating information-packed materials that call customers to action, it is possible to get that critical advantage over the competition. [Read More…]

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Generate More Leads

Half the battle for a small business owner is bringing in a constant stream of sales leads. Not every lead turns into an actual sale, of course, but enough of them do that a large volume of leads becomes a large volume of sales. The best business owners know to cultivate many sources of leads; that way, if one or two stop producing, the others still bring in enough business to keep the company in the black. [Read More…]

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Marketing That People Will Love

The vast majority of marketing messages that people encounter today are, at best, annoyances. Consumers fast forward through commercials on television or get up to have a snack while waiting for the show to come back on. Internet users scroll past ostentatious banner adds to get to the website content they want to read. Junk mail and email alike end up in the trash, and telemarketers are lucky if anyone bothers to pick up the phone. If all of these messages were to disappear tomorrow, hardly anyone would miss them. In fact, many people would likely stand up and cheer. [Read More…]

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Too Good to Be True

One of the oddities of marketing is that, sometimes, what looks like the best possible offer doesn’t actually do well in the market. Potential customers are well aware of the old saying: If something looks to good to be true, it probably is.

How does this interact with marketing? Put simply, professional-level work demands a professional-level price. Excellent people simply expect to be paid market value for their services. Greed is not even the primary motivating factor here; rather, people who have worked long and hard to hone their professional skills expect to be compensated fairly for using those skills. [Read More…]

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You Can’t Accomplish the Goal if You Don’t Have a Target

Far too many small business owners take a scattershot approach to their marketing efforts. Believing the old adage that there is no such thing as negative publicity, they simply try to tell as many people about their products as possible and hope that some of them will be interested in buying. Generally speaking, this sort of marketing works insofar as it generates some sales, but it is not a terribly efficient or effective way to do business. [Read More…]

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Marketing is All About the Customer

Even though the old adage says that the customer is always right, many marketers commit the cardinal sin of focusing their messages on themselves rather than the people who will, hopefully, spend money on the product they are marketing. All too often marketing emails and documents focus on what the marketer wants: getting more customers to come to an event, sign up for a mailing list or listen to a sales pitch. The mistake is understandable because a professional salesman or marketer’s job is incredibly goal-oriented. It’s all about bringing in customers and closing sales, so the messages become so focused on the goal that they omit consideration for the customer himself. [Read More…]

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Will Your Marketing Strategy Stand the Test of Time?

Even though most people who start their own businesses fully intend to build for long-term success, many are remarkably short-sighted in their approach to marketing. In fact, quite a few small business owners only do serious marketing when their businesses are in crisis. During tough times, they go into marketing overdrive through advertising, mass emails, social media marketing and tons of networking. Eventually, the crisis passes, and these businesses settle back into their routine of benign neglect. [Read More…]

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What is Branding?

The term “brand,” from a Norse word meaning “to burn,” evokes the image of manufacturers literally burning their marks onto products. Likewise, a brand today is the idea or image of a particular product or service, which is associated with the person or company who provides that product. Branding is the process of establishing your company’s brand through marketing, making it recognizable in order to bring in more sales. By building a strong base of customers who recognize and trust its brand, your company can weather even the toughest economic downturns and make the most of times of plenty. [Read More…]

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Start with an Amazing Product or Service and Share the Facts.

The stereotypical snake oil salesman may be a cliche, but he is the reason that professional marketers and sales professionals have an often less than stellar reputation. There is a perception among the general public that marketers try to sell subpar products with wildly exaggerated or even blatantly false claims, fooling people into buying things that they do not really need and that do not really do what they are supposed to do.

As with most stereotypes, this one has some grounding in reality. The truth is that many businesses, due to a genuine lack of ethics or a failure to understand how effective marketing works, really do attempt to cover a low-quality product with a great marketing campaign. Making sales, they say, is all about being a better salesman. The product itself is an accessory.

The fact of the matter is that without a great product, you cannot be a great marketer. If you know that the product or service you are selling is of low quality, your claims that it is excellent or that it perfectly suits the customer’s needs will always ring hollow. Sure, some customers will buy anyway, but those customers are dangerous. Marketing a bad product tends to generate enough sales to convince the business that more marketing, rather than a bad product, will fix the problem. Nothing could be farther from the truth. [Read More…]

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What Makes a Good Logo?

Logos serve many different purposes. The best logos are those that are instantly recognizable, memorable and carry some sort of information about the brand. If a logo can effectively convey the message of a brand in a way that will stick out in a consumer’s mind, that logo’s design is successful. In order to achieve this, all good logos should have five basic qualities: [Read More…]

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Get Better Clients

Many small businesses burn out not due to a lack of clients but due to low client quality. Especially during difficult economic times, the need for money overrides every other aspect of the business and clients are accepted even though working with them brings nothing but trouble. Generally, small business owners know when a potential client could be problematic. They choose to work with such clients anyway because they believe their businesses need them to stay in business. [Read More…]

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Print Marketing in a Digital World

The coming of the Information Age has had huge effects on marketers, and businesses all over the world are focusing more and more of their efforts on online marketing to reach as many customers as possible. While the Internet is an extremely powerful marketing tool, your company shouldn’t use it as an excuse to ignore print marketing altogether. Online marketing can only generate so many sales leads for your company; to really reach your full potential, you need to use as many methods as you can to bring in customers. Sometimes, the old-fashioned way is still the best way to close a sale. [Read More…]

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Become a forceful, effective communicator by absorbing a few tips!

Communication lies at the heart of business relationships. When surrounded by daily chattering and flurries of verbose memos and emails, it can be easy to forget that simply talking or writing is not communication. At worst, it is confusing noise. The clear transmission of vital meanings through speech and writing is often considered a “soft” skill, but civilization itself would fall without it. [Read More…]

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