Beyond Marketing

It's time for another discussion of the Major Sale vs the Minor Sale and why you MUST know which your business is making BEFORE you begin putting niche marketing tactics into place. As a refresher, niche marketing (as the term is used here) is merely narrowing your marketing focus in order to broaden your sales. Articles are a GREAT niche marketing tactic if you are making … [Read more...] about Niche Marketing Tactics: Articles as an essential Niche Marketing Tool

If you've had any thoughts on promoting your business, you've probably toyed with the idea of offering a COUPON for a discount on your product or services. Eric Sink has been kind enough to share the results of a recent coupon promotion he ran.  He's done a great job of analyzing the data from his coupon promotion.  In the end, he determined that 20 percent of the … [Read more...] about Do coupons work?

I once had a client who was a brilliant consultant with an absolute wealth of information that he was anxious to share with the world.  Over the course of several months, my work with this client involved focusing his attention and energy on a single niche.  What began as a message geared towards “business owners, sales executives and human resource … [Read more...] about Finding your niche market

Wal-Mart has been actively dismanteling their "brand" for the past 5 years.  The latest "blow" to the empire Sam Walton built is the news that  Wal-Mart is shelving its "Always Low Prices" slogan.   After 19 years, Wal-Mart is abandoning it's standby "catch phrase" and launching, according to an article in the Washington … [Read more...] about Wal-Mart’s continued abandonment of it’s “brand”

I've often sung the praises of tightly targeting your niche market as a way to create effective and compelling marketing messages.  However, I must point out that I am making a HUGE assumption with this advice:  I'm assuming you're offering a quality product or service. In "Yet another way to piss off your customers" I tell the story of my friend who … [Read more...] about A significant problem with tightly targeting your audience