When you spend valuable dollars on marketing materials and activities, you are probably hoping for some kind of response. But, are you really conveying that urge to respond to your prospects? Strange as it may seem, many campaigns fail simply because the prospect is not told how to respond! So, the first step in getting [...]

To the small business owner, marketing can seem like a huge expense, with unpredictable results. However, if you contact the right people with the right information your marketing activities will not fail. It can be that simple! 1) Targeting: no message will work if it is sent to the wrong person! Before planning any communication, [...]

This month I want to help you take a good, deep look at your prospective clients, so that you can start to really understand what motivates them to purchase.  I want you to go beyond your own product or service, and really develop an empathy with your prospect. Obviously the starting point is to understand [...]

Uniquely You Last month we talked about branding and how important it is for even the smallest enterprise to have a recognizable ‘face’ The logical next step is to find something that will set your company apart from the competition: which will give your prospective clients a good reason to choose you. If you have [...]

Ask almost any business owner whether their marketing materials should feature long or short copy, and their answer will almost certainly be: “My clients just don’t have time to read long copy”. Which is strange, really, because research and testing has proven time and time again that long copy outsells short copy almost unfailingly. Yes, [...]