I like what designer, Chuck Green, has to say about the using an authentic look and feel in marketing: “Slick is not always the best marketing approach. “Example: My wife and I made a donation to a charity some time ago and a few months later, received a letter from a real person at the…Read More
True Story: The Refund Policy Convinced Me A few years ago I decided I wanted to learn coaching skills and was trying to decide where to take classes. I had narrowed down my list but with so many choices it still felt overwhelming. When I finally DID choose a program the deciding factor was the…Read More
Your marketing is only effective if it addresses the alternatives that your customers see as solutions not the competitors that you believe they are considering.Read More
There are any number of reasons offers fall flat. One reason that gets overlooked by most marketing experts (including me until recently) is failing to acknowledge our customer’s need to belong.
In this article I discuss how you, the small business owner, can create marketing that gives prospects a sense of belonging so they feel safe enough to take you up on your offer.Read More
If you’re promoting something new every month and piling multiple offers on a single email or advertisement, you may be
setting your offers up for failure.
You need to focus on one or two offers at a time, provide consistent marketing over time, and make sure your offers make
sense within your brand and business in order to start getting real results.Read More
A local store misses the boat when it comes to asking customers for support. Why it’s so important to understand what your customers really value versus what you think they should value.Read More
Turns out handwriting (even if it’s type that just looks like handwriting) creates a “reciprocity” effect. We feel the sender put some extra effort into the note and we “owe” them the extra effort of reading what they sent.Read More
So often small business owners sweat the details—getting the price just right, using words that will get their prospect’s attention, etc. And after all that guess what? They get a dismal response to their offers. If you’ve recently offered a new product or service and the results have been disapointing, I strongly suggest you take a look at Mark Silver’s article: Why Customers Don’t Buy: The Hierarchy of Choice.Read More