Any ideas on what it is? Hint: It’s the thing that got you to read this article – the headline. The headline is “the ad for the ad.” It’s the device that, if well-written, will stop the right reader-prospect in their tracks and get them involved in reading...
Here’s a chapter for “how NOT to close a prospect.” Last month Ryan Markel brought to my attention someone who is teaching MSPs how to grow their sales departments, suggesting we engage in some manner. Initially, I’m very interested, as I’m ever interested in bringing fresh new moneymaking...
If I hear someone say their hope for marketing is “brand awareness” or to “get my name out there” one more time I’m gonna start a protest against slovenly, wasteful marketing. At least then I wouldn’t get my events shut down, but I digress… To my point: Let’s...
To the right is a favorite “article” from the Weekly World News (the only RELIABLE news outlet these days) that I keep in my files as inspiration for a marketing campaign somewhere in the future. I DO think an ad run like this around Halloween with an offer...
I have an important point to clarify. While I’m 100% bought into the idea of creating systems and processes in a business and advocate it constantly, there is one HUGE inherent flaw in that thinking: assuming that systems run themselves. Any time you have a human being involved...
In one of my favorite books, Harry Beckwith’s What Clients Love, is this story: NICE IS NOWHERE. You do NOT want everyone to like what you do. Ian Schrager created a revolutionary chain of elite hotels. His properties are to hotels what Salvador Dali paintings are to art...
We are about to head into another recession, and most MSPs will be looking to cut costs, including marketing (they look at it as an expense not an investment – but correct marketing will always be an investment). A recession is the ideal time for growing your MSP,...
[NOTE: This was originally an article published in the Marketing Strategy Brief a year ago. I decided to share it here because it is just as relevant today (if not more so) than when I first wrote it. While many things have changed since it was first written...
In many categories of marketing and sales, as well as in your business, there are not-so-obvious costs that get overlooked because they aren’t recorded on the balance sheet or accounting ledger. If Walmart is eliminating their greeters, I hope they are evaluating the total cost of NOT having...
The above is the oldest and still one of the most effective formulas for lead generation. More specifically, identify a highly irritating problem, anxiety, worry or frustration your clients have. Next, AGITATE it. Make them FEEL even more annoyed, frustrated and worried about it – and THEN offer...
