There’s a part of marketing that will always be fluffy. You can’t be 100% sure that a specific transaction was necessarily driven by your latest advertising. There’s always an element of doubt involved. A part that is faith-based. But the job of a good marketer is to try to shrink this faith-based element to the…
DetailsIt never works, does it? The entrepreneur and the marketing agency never get along. It’s like night and day. The entrepreneur quickly wants a website; a year later the agency is still busy building it. The entrepreneur wants a new logo; the agency repeatedly gets it wrong. The entrepreneur wants social media; the agency doesn’t…
DetailsEssentially a marketing person and a sales person attempt to solve the same problem, but from different angles. Both try to grow sales, but the marketing person uses a “pull” strategy, whilst the sales person uses a “push” strategy. The pull strategy of the marketing person is focused on creating market awareness and subsequently inducing…
DetailsHow literal should your company name be? Should you incorporate the name of the industry you’re in, or the service you offer, so it’s easy to understand what you do? I get this question often. Someone would say to me: “I am starting a business that offers sales consulting services, so I want to call…
DetailsI had a business owner visit me last week, wanting to know what I think of how he currently markets his company. He only had one hour to spare and I made the mistake of agreeing to the meeting. To be sure, he did nothing wrong. The fault was mine. You see, there is no…
DetailsBusiness owners want sales, but what is sales? Sure, “a sale” means “a transaction” which in turn means “money in the bank”. That’s easy. But it gets more complicated when you ask: “who is responsible for making the sale”? Typically, the answer is “Sales”, as in “our sales force is responsible for making the sales”.…
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