How to break into a new market

You don’t break into a new market easily – let’s admit that. It takes a tremendous amount of energy to establish yourself. This energy can be measured both in terms of money, personnel, and time. But how do you achieve the maximum impact given a certain amount of energy? The answer is, you focus the…

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Why my mom buys bread from the other shop.

People think marketing doesn’t exist in the homelands, in the villages, I used to think so too. In fact I used to think marketing is very manipulative. Persuading customers into buying products they don’t even want but thinking they needed. This shows how people’s knowledge on what marketing is can be very limited. I only…

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How do you create marketing hype around your product?

That is what one business owner asked me this past week. He wanted “marketing hype” for his product idea. But thinking about it, it struck me, marketing is only part of the ingredients for hype. In my view you need at least three parts to generate hype: A good product that will create the hype,A…

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How to create a unique brand story?

How do you create a unique brand story if you sell something almost exactly like the competition? I was watching two videos on YouTube the other day about how traditional Spanish ham is made, essentially a version of the Italian delicacy, parma ham. The first video shows a herd of round pigs grazing on acorns…

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Why your business strategy is important for marketing success?

I walk into many companies that lack a business strategy but are asking for a marketing strategy. It doesn’t work that way. Marketing is not that important. You need to first know what you are doing with your business, before you worry about marketing; or even sales. So what is a business strategy? Your business…

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Maybe this is why your business is not growing?

Why my business is not growing? If your business is not growing, you probably have two main options. One, change your product. Two, change your market. In the final analysis, it is either one of these that need to be fixed. Consequently, at its most basic level, a successful business is where the product is…

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