Last month, I addressed goal-setting as a critical step to more effective marketing. If you’re onboard with that concept–that goals are critical in order to achieve better results–the next step is to decide which metrics are worth your attention. Continue reading
CLIENT: “We’re doing this (insert marketing project) inhouse, and we’re just not sure it’s working.”
ME: “What are you trying to accomplish, exactly?”
CLIENT: (Crickets…) Continue reading
ever made one of these marketing mistakes?
- Developing a brand with no distinct position in the marketplace
- Creating content that doesn’t truly speak to customer needs and wants
- Buying into marketing products or services that don’t help you meet your goals
These are just a few of the expensive mistakes that happen when you skip the strategy step of the marketing process. Continue reading
When I turned 40 a few years ago, I embraced it. Fully. It was a coming of age that promised heightened credibility–if based on nothing more than accumulated life experience–and a milestone that entitled me to a bit of sass. I owned it, and I loved it. Continue reading
what could you gain by taking a good hard look at your business and asking some tough questions?
If you’re like most organizations, plenty. And what you learn through the process has the power to bring your marketing messages into better alignment with what your customers are looking for. Continue reading
A few months ago, a prospective client approached me with a problem:
“We should be winning more of the proposals that we submit.” Continue reading
It’s one of my favorite lines from Andy Puddicombe—teacher, author and TED Talker as well as co-founder and voice of the guided meditation app Headspace.
As it turns out, resistance can be the source of many frustrations, whether personal or professional. The proven workaround is openness and flexibility. Continue reading
Like most of you, I subscribe to several industry newsletters. And like most of you, I don’t make time to read them. A select few, however, always get my attention—like this one from David C. Baker titled “Why No One Wants to Read Your Newsletters.”
One of David’s points hit me square in the face. Rather than generate “news” and “content” that people may not care about (or may ignore completely) provide insight that will cause them to reflect on your message, save it, or forward it.
“Make people think. Take a stand. Articulate a viewpoint,” David says.
So here I go…about to take a stand. Articulate a viewpoint. Provide insight. Continue reading
To be effective in marketing, you have to see things from the customer’s point of view.
You have to put your own thoughts, feelings and assumptions aside, and see things from the customer’s perspective. It starts by understanding who they really are, what they think of you, and what they want or need.
But the answers to these questions don’t come from within your four walls. They require us to step outside, talk to customers and prospects, and develop an accurate understanding of what is important to them—asking for directions, if you will. Continue reading
Core values. Key messages. Positioning statements. Logo usage. These are just a few of the elements you need to have in place in order to support a strong marketing program. There are many more (read on for the full checklist) but because of how they’re packaged it can be confusing to know whether or not you have all the pieces. Continue reading