The single most important decision you make as a business is who you want for your customers. Who your target market is going to be. One of my favorite marketing authors liked to fancily call this "customer selection." The reason this is the most important decision...
Part of "Marketing 101" dictates that a big key to marketing is making sure that the value of your offering (your value proposition) has something that the other guys don't. You need to have some kind of competitive advantage. This can be as simple as just doing...
Congratulations to Jeff Bezos. Turns out he recently surpassed Bill Gates as the world’s richest person. Mr. Bezos became the world’s richest person as the founder of Amazon.com. Amazon, of course, started out as an “online bookstore” and has now evolved into the world’s largest retailer. That was accomplished by setting a grand vision, working […]
Every time your team members open a conversation with a new customer or prospect, the very first question they should clearly, enthusiastically ask each one is this: “How did you find out about us?” This gives you true, direct, voice-of-the customer feedback about what marketing is working and how well. You can also train your […]
Spoiler Alert: This HUGE movie comes out Friday and everyone is speculating about who the “Winner” will be. Well, I’ve got the answer: You! That’s right, if you’re a fan, you’ve already won! The writers, producers, director, cast and crew of this epic undertaking (which cost close to $411 million to make) put their blood, […]
Nine years ago this month my son was born. I won’t get all mushy and go on and on about how much I love him and my wife, or how it does indeed change your life (in good ways!) the way everybody says it will, or any of that. What I will do is give […]
It’s very possible that even though you have a value proposition that would do your potential customers all kinds of good, they may not care one bit about it! So what can you do? You change the focus in such a way that it gives them something to care about! It may be that your offer doesn’t […]
Wal-Mart has the message to the left on its gas pumps. Assuming it’s all true, you may at first think that it’s not exactly a friendly, customer-centric message. On the other hand, as an honest customer who is very interested in saving money, which can only be accomplished if Wal-Mart keeps its costs under control, you may realize […]
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