When I work with clients, I get a LOT of "pushback" when it comes to identifying their target market. The reactions I've had to the premise of identifying a target audience range from mild annoyance to completely horrified. In a couple of cases, you'd have thought I was asking my client which foot to remove with a hack saw. For some reason, most business owners think that by … [Read more...] about What you don’t see in advertising
Beyond Marketing
Niche Marketing is Essential for Small Business Marketing Success
Sometimes - I feel like a broken record when I say it - but the most important aspect of marketing for a small company is to keep your ideal customer firmly in mind. Every time I start working with a new client I get to dust off that old drum and start pounding that message with an unrelenting fervor until my new client's feet are moving to the rhythm. Targeting a specific … [Read more...] about Niche Marketing is Essential for Small Business Marketing Success
Soylent Marketing – The Magic Ingredient is People
It's always bad sign when you have to begin a blog post by explaining the title but here goes. Soylent Green was a 1973 movie starring Charlton Heston. The movie is set in 2022 - where overpopulation and pollution have combined to strip the world of natural resources. The only food source is a tasteless green cube which is identified as Soylent Green - which the government … [Read more...] about Soylent Marketing – The Magic Ingredient is People
Online and Offline Marketing Work Better Together
Is there a difference between online and offline marketing? Do they really work better together? This question was brought up when I received a lovely email from a reader who wrote: "I took a copy of your book with me on vacation. It's so good! I'd love more sections on online stuff though." I have to admit, when I was writing the book - I never envisioned it would serve … [Read more...] about Online and Offline Marketing Work Better Together
Niche Marketing Improves Lead Generation
Lead generation is an integral part of building any business - big or small. Lead generation is a business term for the various methods of gathering contact information from prospective customers. In other words, if you're a business owner - lead generation is all about finding new customers who are willing and able to buy your products and services. A decade ago - the most … [Read more...] about Niche Marketing Improves Lead Generation