Do you know what your customer’s buying process looks like? If you sell professional services, or other complex and\or expensive products and services, your customers probably view buying as a process rather than as an event. If buyers go through a process to make their decisions then it makes sense that the more closely our [...]
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Article by Carolyn Higgins I constantly hear things like “most of my business comes from referrals”, “word of mouth is the only marketing I need”. But when I ask these business owners, “So, how’s business?” I hear, “slow”, “things are tough right now” or “I don’t have enough customers”. By far, word of mouth– or [...]
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I’m a big believer in systems. I hate the idea of “reinventing the wheel” every time something needs to get done. It’s a waste of time, money and resources – all of which are usually in short supply in small business. Small business owners are great at systems when it comes to shipping it, fixing [...]
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Clate Mask is CEO of one of the Inc 500’s fastest-growing companies, Infusionsoft.com. Ask him about how to build a successful business, and he’ll say, “There are three, and only three, factors that really have an iron grip on the profits of any marketing effort. The smartest marketing minds on the planet have boiled these [...]
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Article by Carolyn Higgins Pick up a newspaper, magazine or advertising circular and look at the ads. What do you see? A whole bunch of the same thing: a list of services; a company name; a tagline; a pretty graphic; and maybe an offer. Most businesses think of advertising in one of two ways: 1) [...]
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We’re in an economic downturn; a slump in the economy; bad economic times and the list goes on. Did you ever stop to think how this REALLY affects your business? I mean REALLY; not just believing all the naysayers but day to day what it means to your bottom line. My guess is nothing. It [...]
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I recently worked with a small business owner who told me that she knew her target market. She was indeed able to describe her ideal clients in great detail, but she was not as talkative when it came to listing the needs and problems of her prospects. The above mentioned entrepreneur participates in networking events, [...]
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For most professional service firms creating a marketing system is not a onetime project with a definite begin and end period. Rather, it is an iterative process, where we work on adding a new component to the system, improve an existing piece, and perhaps remove a component that is not performing. This need for an [...]
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When I ask small business owners what their number one challenge in marketing is, I get a range of different answers. Lately I’ve been hearing “the economy,” “the housing market,” “high taxes,” or some other force that is beyond our control. So where does that leave us? If our biggest marketing challenges are these insurmountable [...]
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Are you launching a new product or service? Often when I hear “how do I market my product?” the first thing I ask about is the business owner’s pre-launch planning process. Quick warning. There is quite a bit of work involved in a successful product launch. Be prepared to roll up the sleeves a bit. [...]
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