The obvious yet surprisingly often overlooked reason repeat business is so important is that having a happy customer return means not having to spend money attracting a new one. Customers that come back are already coming back at a premium because there are no acquisition costs associated with that business. Costs we would have ordinarily had […]
My dear wife, Terri, and I celebrated the 10th anniversary of the day we met by doing the same thing we were doing the day we met, which is fighting for a CURE for muscular dystrophy. Terri was a district director way back then and the Summer Sizzler Car Show was one of her many […]
The other day a colleague of mine had a problem with a computer program he was working with. I was able to offer him a quick solution which impressed the heck out of him, which was great, until he asked me how I was able to do that, and I had forgotten! He quickly became […]
Especially in the digital age, sending a hand-written correspondence to someone is a way to distinguish your brand. As I wrote in The Great Game of Networking, customers appreciate not only the attention, but the time it took you to send the note. My friend Rachel Wagner is an expert in business etiquette and she […]
Mad Men has made all kinds of television history, including being named best drama for four years in a row, and there are legions of loyal fans who revere the show. It even inspired the theme for the monstrously successful Marketini event held by the AMAOKC this year. For a marketer, it’s a blast to […]
No, I’m not changing my tune. I still say, “Don’t cut the price, build the brand!” I still advocate competing on value rather than price simply because there is always some short-sighted competitor out there who is willing to give away the store. Just as I believe an undeniable truth is that quality is always […]
Before any marketing can take place, we’ve got to of course have a market! There are three basic factors that must be present for a market to exist. Simply put, a viable market is a group that has the need, ability, and willingness to buy. 1. Need For a market to exist, there must be […]
In his book series, Rich Dad/Poor Dad , Robert Kiyosaki is a little critical of our educational system. You can read the books and discover for yourself why he holds these opinions, but I just thought I’d share a couple of his viewpoints here. One of the issues he takes with the system is that […]
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