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Archive for Better business
You’re Speaking My Language
People want to be heard and understood. You’d think this was a major breakthrough if you look at how some products are marketed. Comedians and bloggers have a field day mocking tone-deaf advertising. So how do build a great brand that reaches people? By listening. Know your customers and how they think. Address their concerns [...]
You Didn’t Want That Extra Business Anyway
We talk a lot about ways to improve your business and increase your web presence. But why would you want all that? It’s a lot easier to keep doing what you’re doing. Here are a few ways you can avoid those pains in the neck that are greater efficiency and effective use of the Hub [...]
Harnessing Insider Culture
It’s always interesting when something highly specialized becomes popular. A product is designed for a smaller target audience — wilderness survival specialists, professional bodybuilders or heavy metal musicians. The makers expect it to sell well with actual experts and hopefully casual fans. Then, mysteriously, it becomes huge. Non-fans, even people who have no interest in [...]
What Are You Actually Selling?
You may think you and your competitors are in the same business, but they may not agree. Ray Kroc, of McDonald’s, once said he was in the real estate business, not the hamburger business. He sold millions of hamburgers, but real estate (through franchising) was an essential part of his livelihood. After purchasing the World [...]
11 Examples of Online Marketing Success
HubSpot, with the help of David Meerman Scott, recently published an excellent e-book, 11 Examples of Online Marketing Success. It’s great because it’s not just theory or opinion — it details real case studies from real businesses. You’ll definitely want to read the case studies to get the context, but here are the 11 marketing [...]
9 Must-Read Blogs & Newsletters for Entrepreneurs & Marketers
If you’re not subscribed to these, there’s a gaping black crater where your head should be. Fill that hole! Monday Morning Memo newsletter by Roy H. Williams Seth Godin Jeff Sexton Copyblogger Internet Marketing for Smart People newsletter Wonder Branding by Michele Miller Psyblog Michael Fortin Web Ink Now by David Meerman Scott Get [...]
Perks Make The Difference
I have dozens of brand preferences that have little to do with product quality. How did I acquire them? They offered something special that caught my attention — a “wow” factor. A few years ago I stayed at a Doubletree Hotel. I don’t remember if I got a good night’s sleep, but I can still [...]
The Secret Sauce of Wowing Customers
Maybe you don’t need innovation so much as you need a little love. Watch this video for an astounding true story of how to create loyal customers: *If you’re reading this in an email or RSS reader, you may need to click the title of the post to view the video on our blog. Get [...]
Create the Wow Factor to Generate Word-of-Mouth Referrals
A little restaurant, Thyme and Seasons, recently moved into my neighborhood. On a recommendation from a friend’s blog, my wife and I decided to give it try. After we ordered and sat down, my wife and I enjoyed a minute to ourselves, winding down from a hectic week and taking in the atmosphere. It quickly [...]
Don’t Confuse Tools With Marketing
Small to mid-size businesses often confuse marketing tools with effective marketing, and it’s killing their business growth. Marketing tools are things like websites, social media, brochures, flyers, blogs, etc. Tools are necessary to marketing, but just because you have them does not mean you are marketing. To build a house you need an architect, builders, [...]
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