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Beyond Niche Marketing

When you focus upon a unique target market, you improve performance while reducing costs.

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Small Business Advertising Success Secret #2

July 12, 2011 by Kathryn Hendershot Leave a Comment

Small Business Advertising Success Secret #2: Be Trustworthy One of the most important - and most often overlooked aspects of advertising is that the act of advertising functions to build trust with your niche market or target audience. When consumers see a local business advertised - whether it's on television, on the radio or in the newspaper - there's more than a little … [Read more...] about Small Business Advertising Success Secret #2

Small Business Advertising Success Secret #1

July 5, 2011 by Kathryn Hendershot Leave a Comment

Small Business Advertising Success Secret #1: Be a Broken Record One of the most essential small business advertising success secrets is consistency.  It's not just small business owners who "tire" of pounding home the same marketing message in their advertising - but its only small business owners who can't AFFORD not to stay true to their "core" message. For example - for … [Read more...] about Small Business Advertising Success Secret #1

What you don’t see in advertising

December 24, 2010 by Kathryn Hendershot Leave a Comment

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

How Advertising Works

October 27, 2008 by Kathryn Hendershot 6 Comments

"Advertising is what you do when you can't go see somebody. That's all it is." Fairfax Cone (1963) "Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't." Morris Hite (1988) People who don't understand the sales process don't understand advertising.  Unfortunately, people who don't … [Read more...] about How Advertising Works

Your Website Marketing Strategy

October 13, 2008 by Kathryn Hendershot 2 Comments

Planning your website marketing strategy is like mapping out a road trip. You identify in advance where you want to be so you can easily see which roads will take you to there. Your marketing strategy is a road map.  You use it to get from where you are - to where you want to be. Tactics are the actions that designed to achieve the goals you set in your marketing … [Read more...] about Your Website Marketing Strategy

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