Marketing

We need to develop a new model, available in purple that runs on 22 volts, people want purple. We need a larger model, people want more power. We need a cheaper model, people aren't spending. We need lighter unit, people can hardly lift our current model. We need to offer a metal case, people don't like plastic. And on it goes...

New businesses launch on an idea. Existing businesses turn on ideas. Marketing constantly seeks ideas. ...
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I read a blog post this morning by a marketer I respect. The basic premise is that surveys are of value. Michael then gives tips on conducting surveys.

I have to say that I disagree on this one.

Surveys, especially voluntary surveys are of little value.

First the obvious. If a survey is voluntary, you're only going to hear from those who want  to be heard---they are mad or they are uselessly euphoric. The angry will let you ...
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Question.

It costs money to operate a fishing boat. You've got fuel, wages, maintenance, bait, etc., to pay for every time a boat goes out.

You've got a fleet of 100 fishing boats. Big operation.

The fish aren't biting. The other guy's boats aren't bringing in much. Your boats aren't getting much.

Should you send out more boats? Send boats to new areas? Cut back, maybe sell boats?

Better know exactly how to handle this situation or your boat is ...
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Most good ideas are picked apart, shot down or simply ignored the first several times those thoughts are put on the table. You can almost measure an idea's positive potential by the amount of resistance and rejection that idea gets upon introduction.

I spoke with the CFO of a struggling company this week about focusing their marketing and tuning their product offerings to the largest buying block in the U.S.: women.

The idea was immediately dismissed. ...
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George Guidall is a great reader. If you like audio books, try any of the Russian masters read by George. I especially recommend "Crime and Punishment" (Audible.com for your MP3 player.)

What he's talking about here is very important to your business. There is one subtle point that is the key to marketing. If a story is not being told, what voice is heard?

Is your business telling a story?



Chris Reich, Marketing & Business Trainer/Speaker

I'm a strong believer that the most effective marketing is interacting with customers and prospects. Most businesses talk about 'service' but they limit service to solving after sale problems. Few businesses consider interaction with prospects to be part of their service requirements.

I was at the receiving end of a few example transactions this week. One person insisted that a form I made was wrong. I explained over the course of several emails that this person ...
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Data, demonstrations and doughnuts won't make the sale.

Let's say you could go back in time. You invent the pencil and paper and are sure you've got a hit on your hands. This will be huge!

To get this thing off the ground, you invite 100 people to a demonstration of your incredible invention.

The guests arrive, devour your doughnuts and coffee and take their seats. Okay, they are ready to be blown away.

You place a few ...
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Comics aren't just cartoons for kids. There are some brilliant new illustrated, graphic novels that can blow your socks off.

For example, Fun Home: A Family Tragicomic by Alison Bechdel or the brilliant Jimmy Corrigan: The Smartest Kid on Earth by Chris Ware are both superb pieces of the modern "comic book". I've listed some that I've read and highly recommend at the end of this post.

If you want to be moved, learn to tell a ...
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