Who are you targeting, to reach your target market?

If you want to sell something to me, you need to talk to my wife. If you talk directly to me, I will say “no”, but if you talk to my wife, who then talks to me, I am likely say to “yes”. It raises the interesting point: that your marketing should not always be…

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Can you charge a premium price?

Every product, and every service has an expected, or established, price. Unless you are offering nothing short of a miracle, like the iPhone 1 was, odds are you’re selling something that someone else is also selling. The offering exists, its functionality and features are determined and the price expectations are set. So how do you break through all…

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Judge your marketing this way

With the change in American presidents, I have been reading up on the United States Secret Service – the bodyguards protecting the president. It is fascinating stuff! For me the most interesting thing is how they approach their work. They work in a parallel world to that of the president. They separate themselves from the…

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Just a second longer…

The number 1 problem with most failed or ineffective marketing efforts is that they lack a brand. It’s like sitting next to someone without a personality at a wedding reception – you end up moving seats (I did it this past weekend). The brand is that thing in your marketing that makes people sit up…

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A roadmap for more business

Here’s an interesting one! It’s common practice to separate marketing and sales, especially in B2B environments, and yet, as a marketer, I often get enquiries from B2B companies wanting my help with “getting new clients”. Essentially, they are phoning the marketer to help with sales! Obviously “marketing” and “sales” are two different divisions in most…

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Marketing – where to start?

I was watching a video recently on how to solve a Rubik’s cube. There are thousands of possible solutions, and a handful of well-known ones, but they all have one thing in common – you start at a point and work from there. It is the same with marketing. If you have a marketing puzzle…

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