Recently, having trekked to four cities in four days on my book promotion tour for my new book No B.S. Guide to Trust-Based Marketing, I received a question. I was traveling with the sponsor team on a Lear jet, moving at the end of each day’s event to the next city. Everybody on the team knows I write books, newsletters, and other products as well as advertising copy for clients. So one asked what I[…]READ MORE
Last week a friend of mine’s husband had six hours of dental work. Deathly afraid of the dentist, he put his visit off so long that he needed a lot of work done. In fact, it took six years of poking and prodding the guy to finally get him to go. Now that might be a little on the long side of the buying cycle, but today I want you to think about when, why[…]READ MORE
The other day I was reading an article about weight loss. The theme of the article was that most weight loss efforts fail because the person isn’t able to maintain their new routine. Being a marketer, I immediately was struck by how this weight loss mistake is the same mistake some business owners make with their marketing. Stay with me here… Some of the reasons cited for not losing weight were that people: Got bored[…]READ MORE
Last week at the Fast Implementation Boot Camp, GKIC members left excited because of the proven “ready-to-go” marketing processes they now have for their businesses. It’s one of my favorite events because the change we see in businesses after they attend is so dramatic… Like Walter Bergeron, our 2012 co-Marketer of the Year winner, who attended the Fast Implementation Boot Camp one year ago in September of 2011. Walter went home and mailed out a[…]READ MORE
The end of the first teachers strike in 25 years in Chicago yesterday made me think about mistakes businesses make when doing lead generation promotions… Similar to the Chicago strike where teachers felt their problems were not being solved by their current contract… prospects don’t respond to your lead generation letters when they feel you aren’t solving their problems or challenges. Dan Kennedy just released his course Opportunity Concepts Marketing in which he reveals why[…]READ MORE
This past Friday, the opening ceremonies of the Olympics made me think of transformation… The ceremony, which reflected and celebrated the contributions the United Kingdom has made to the world through innovation, revolution and creativity, transformed the arena field from one era to the next. It was really amazing how quickly they were able to change the entire look and feel of the stadium… This made me think about how many people think business transformation[…]READ MORE
Don’t lower your price to win a bid. One highly successful, more than competitive business owner I know of had the chance for one of the biggest deals of his life. He had submitted a quote to a major company within his industry.
He felt sure he would win the bid as he had the experience required and was making a name for himself in his industry.
When he didn’t get the job, he asked his contact why. Their answer, “Your rate was much lower than we thought it would be, so we thought maybe you weren’t as good as we thought you were.”READ MORE
With tomorrow being the 4th of July, a lot of competing events are happening here in Chicago… One of the events is the annual Naperville Ribfest which brings sixteen of the nation’s best rib vendors together in a head-to-head competition to win the favor of judges and festival goers. The vendors have rib samplers (among other things) that you can purchase to try their sauce. In addition to ribs, regular festival-type food such as kettle[…]READ MORE
Direct marketing expert Murray Raphel a regular columnist for years for Direct Marketing Magazine compiled his best columns into a marvelous little book with a title that is instructive in itself… “But? Would Saks Fifth Avenue Do It” I suggest that you get the book and I suggest you consider the implications of its title. Are we too concerned with image and too bound by convention to command the attention and the interest of the[…]READ MORE
I’ve spent this week blogging about my favorite type of small business marketing, which of course is direct response marketing. If you have understood what I have said so far, you should hopefully embrace the idea of thinking, talking and only investing in measurable results marketing. But I did mention in an earlier post that there is a 1% added benefit factor inherent in direct marketing. It applies to those who do not respond to[…]READ MORE