Sound Advice

Internet guru Seth Godin explains media strategy quite succinctly when he says, “It’s better to be sought online than to be found.” Businesses which have created a pre-need, pre-search preference for their business have a major competitive advantage over businesses

Motivational speaker Zig Ziglar once said, “An optimist is someone who goes after Moby Dick in a rowboat and takes a jar of tartar sauce”. While the image of that quote might bring a smile to your lips, there is

The toughest selling job you will probably ever have is selling your sellers. Your sales and customer service people face rejection every day. They’re hearing things like, “Your prices are too high” or “I read a bad review about your

You know that successful businesses have all five ‘P’s’ in their marketing mix in alignment; the right Product, in the right Place, at the right Price, with the right Promotion and right PEOPLE. But attracting the right people to serve

Digital media data has made it possible to narrowly target, locate and reach those precise prospects who are ‘ready to buy’, but many businesses have fallen victim to the pitfalls of micro-targeting. The flawed ‘targeting’ strategy reasons that advertising which

Marketing is all about winning in the court of public opinion. In the legal arena, the critical turning point in swaying skeptical juries is called the ‘“smoking gun”’. The smoking gun is an irrefutable piece of evidence that convinces the

Too many advertisers target the wrong thing in their advertising. The ‘target’ of your advertising should be to increase sales. But all too often we get hung up on targeting ‘analytics’ or ‘demographics’ when creating our media plans. For example,

You have probably heard or seen the reports that suggest it can cost five to ten times as much to attract a new customer, as it costs to maintain repeat business from an existing customer. A recent Gartner Group study

Bad ads are about you… ”We’ve been in business for a million years’ or “we’re family owned.” Great ads, ads that work, are not about you but are about what you will do for the customer. Your prospects and customers

It’s been said we’re in a ‘sharing economy’. We share rides with services like Uber or Lyft, we share social media posts, and with services like Airbnb, we share our homes. ‘Sharing’ sounds like such a warm and friendly term.