Social media alone won’t do the trick.

  Social media offers the promise of cheap, highly targeted marketing communications that can turn on the taps for any small business. But will it? The truth is that social media is often overrated as a marketing tool especially for small business owners. Some reasons: If you simply post content to your company Facebook or…

How does marketing influence sales?

  It is all about sales. Let’s get that clear. Everything in between is secondary. How do you make the sale? That’s the question! But here’s the thing: the sale is the end result of a process. The better your process, the more your sales will be. So actually, it is all about the process.…

Time to get out of your office!

  Your first challenge as an entrepreneur with a new idea is not production, nor distribution, marketing or even sales. It is to find a customer, according to Steve Blank in this powerful and highly recommended video. The customer is that elusive critical component in the wild west of the market-place that says to you: “yes, I…

Do you have a marketing plan?

  If you want to lose weight from eating healthily, you need to do it over a long period of time to see results. If you want to build enough savings to one day live off the interest, you need to save a substantial amount over years, otherwise you will come out short. To cook…

The rules of the business jungle

The number 1 trick in Sales, is Marketing. The number 1 trick in Marketing, is Branding. Branding is about what sets you apart. Difference. Uniqueness. Why us? Why not them? If you are not different, even remotely, then you are a commodity. Commodities are traded on price and availability. Margin is predetermined by the customer.…

Marketing and warfare

The troops are the sales team. They engage the client directly using a set of tools they have been given. A brochure, a product, some information, negotiating skills… The enemy? They are the competition. We need to get to the customer before they do! The customer? They are the prize. The land we fight over.…

Where’s your but

That’s right, do you know where’s your but? As in, we do this, but not that? Our services are ideal for these people, but not those? Do you know the answer? The world’s biggest brands do. If you want to eat seriously healthy food, then McDonalds is not for you. If you want a computer…

Marketing is for brands, not products…

Here’s an interesting thought I had recently: you don’t market a product, but rather a brand. Many business owners don’t understand this. Granted, this should not be news to someone like myself who claims to be a marketing professional, but it is a truism that is easy to forget amid the daily pressures of business……