An old joke: A man sits down with his coworkers to have lunch. Upon opening his lunchbox he says, “Sheesh! Tuna fishagain! That’s all I ever get for lunch and I hate tuna fish.” One of his coworkers says, “Well, why don’t you ask your wife to pack...
By Robin Robins, President, Technology Marketing Toolkit, Inc. www.technologymarketingtoolkit.com The other day on a group conference call, one of my clients told me they had been doing “my style” of marketing and getting “disappointing” results. When I asked what “disappointing” was, he said, “We have mailed out two...
By Robin Robins, President, Technology Marketing Toolkit, Inc. www.technologymarketingtoolkit.com There isn’t a technology company today that doesn’t want to do an e-mail newsletter. They’re easier to send than paper and ink versions, incredibly cheap, and much faster. However, e-mailing just any kind of junk to your clients is...
The other day I got a call on my cell phone from Bank of America from a women who claims she helped me open my account roughly 14 years ago wanting to “get back in touch” and “see if there’s anything I can help you with.” Of course,...
One of the most important things your marketing must accomplish is establishing trust and credibility. We live in a very non-trusting society, and without earning a prospect’s trust, you won’t make the sale. One incredibly powerful tool for establishing trust is the use of an abundance of quality...
Not “spam” but “junk folder.” Okay, that’s two, but it’s my newsletter so I get a little poetic license. Trivial matters aside, study after study shows that the average click-thru rate for most e-mail is in the 2%-3% range, meaning a whopping 97%-98% never had a chance to...
In looking through the classified ads in the back of Response magazine (opposite), I was appalled to discover that not one single advertisement – NOT ONE – used direct response marketing. ALL lacked a compelling headline, OFFER, benefits or testimonials, and MANY didn’t have a means for responding...
At the Roadshow, I’ve been going over a three-page list of questions you ought to be able to answer about your customers and/or selected target market if you’re going to have any hope of successfully selling services to them at premium prices. Naturally, most are stumped by the...
Two questions from Brad Ashmore, Practical Technology Services: 1. “Can you provide the steps to properly brand my new startup company?” 2. “What is the best way to find a qualified business partner to join me in this new venture?” As a new startup, you have a special...
Here’s a question I often get: “At what point should you stop marketing to someone on your list?” My personal opinion is that you never stop unless they specifically tell you to stop, give you reason to believe they will never buy from you or they give some...
