When I’m working with a client to plan their marketing action list, one of the things I always look to do is take a campaign they’re currently doing that IS working, and see how I can make it pay bigger. Unfortunately, most people don’t have this ability, simply...
Of the four M’s of marketing – Market, Message, Media and Math – the one that many don’t like is the math. Marketing is, at its core, applied psychology plus math; you can get the psychology side really, really right (offers, message, USP, etc.) but totally and completely...
For A Decade, I Was “Comfortable” With My Referral-Only Business – “Comfortable” With NOT Growing Comfortable. That one word perfectly described my IT business for way too many years. I was comfortable with my customer base, comfortable with my revenue and salary. I was comfortable living off of...
This is a discussion I had with a client, paraphrased, that I just had to share. It went something like this… I’m signed up here but I have to tell ya, I really don’t like marketing and I have a lot of issues with it. I hate being...
I have emphatically stated and long taught the importance of FREQUENT and MEANINGFUL communication with your clients as well as key strategic partners and centers of influence (association directors, sponsors, referral partners, etc.). Practically every business I know fails to do this effectively, some more than others. The...
15 Years In Business. Practically Zero Marketing. Most IT business owners unsuccessfully “dabble” in marketing. They send out a sales letter or postcard, get few or no results and then swear off direct mail. Later, they might test their luck with an ad in a trade publication or...
Here’s a question I received from a client that I get some version of FREQUENTLY: “Once I get the contact on the phone, say the CEO, he or she will usually say, ‘Yes, I got your information and passed it on to my IT department.’ For me this...
