by Geoff on December 15, 2009
“Yes, Virginia, there is a Santa Claus for small businesses, and it’s called ‘the catch-phrase.’”
I think most businesses don’t realize just how valuable a good catch-phrase can be.
There’s a reason why big companies sometimes spend hundreds of thousands of dollars to come up with just the right catch-phrase. And there’s a reason why some phrases have been around for years or even decades. Catch-phrases work! A good one can help any business catch more customers.
When you can get your whole selling message boiled down to one, short, very memorable phrase, and then etch that phrase in the minds of your target audience, you’re doing something powerful that will support and strengthen all your marketing efforts. Read more…
by Geoff on December 8, 2009
I wish I had a dollar for every time I’ve heard a business owner say something like, “We don’t care about branding and brand image and all that stuff, we just want to sell products.”
Well, actually I do have a dollar. Because some of these people eventually hired me to create branding programs for them and they were so glad they did.
But I understand the thinking—I really do. When many small business owners think about branding, they are thinking of something that, to their mind, is expensive, impractical, unnecessary, and wasteful.
In other words, to them,
branding suffers from a poor brand image
! Read more…
by Geoff on December 1, 2009
We’ve had a warm November here in New Hampshire. The golfers are still out! So we haven’t seen any snowballs yet.
But I want to tell you about a different kind of snowball—the kind that will create a kind of “awareness momentum” that builds and builds and helps build your business. Read more…
