It’s been said that the best teachers don’t simply impart information, they impart the wish to learn to their students.
Marketing is like that. Effective marketing doesn’t just impart information about your business, it imparts the wish to buy your product or service or know more about it. Read more…
You’ve probably heard the old saying about bacon and eggs: for a chicken, it’s a contribution, but for a pig, it’s a commitment.
Which, oddly enough, points us to the #1 reason why small business marketing efforts fail or fall short: fear of making the commitment.
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Most of the time, most of your advertising will be wasted. That’s unavoidable. Because most of the people who see your ad or get your mailing don’t need or want what you’re selling.
And that makes it all the more important that you use your advertising to flag down the interest of those people who DO need or want what you’re selling. You don’t want to miss them. You’ve got to stop them in their tracks. Read more…
At first glance, it might seem that this story has little to do with sales and marketing.
But it’s a remarkable story. And if we think of marketing as everything that touches the customer, then, yes, it has important implications for marketing. Read more…
