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Casual Articles - Why Most Marketing Fails
Some years ago while researching and writing a book on the subject of industrial Buyer & Sales relationships, I also wrote a follow up chapter for future endeavors which has rolled around in the back of my mind ever since. The piece was entitled “The Value of Value”.Alright, I admit it was and could still be, construed as something of a Procurement diatribe but the purpose both then and now is to assist venders recognize and
If you can answer most of these questions in advance, you’re heads and tails above your competition. If you can’t, you’re in big trouble. Realize that t
Broadband Internet connections are changing the way people go to work. Imagine not having to sit in a traffic jam, and just getting up in the morning and starting to work from your computer at home. This is not science fiction. If you already have a fast Internet connection, all you need to do is add a web cam and some conferencing software and you can enjoy the benefits of telecommuting.If you are not sure how you can benefit
The majority of businesses fall into two categories: those that rely on word-of-mouth or those that do a minimal amount of local promotions such as direct mail, flyers, small Yellow Page ads. In any regard, they give advertising very little though. For example, when the Yellow Page representative comes around to talk about their program, they have done little or nothing to prepare for the call. At the very least, they should have considered some of the following issues:
- Who are your customers? i.e., men, women, young, old
- Where are your customers? i.e., from around the block, citywide, statewide
- Which ones are most profitable? i.e., what service or product returns the greatest profit?
- What is one customer worth? i.e., what is the value of an average sale?
- How do you intend to reach your customers? i.e., marketing, promotions.
- What makes your business unique or better than your competition?
If you can answer most of these questions in advance, you’re heads and tails above your competition. If you can’t, you’re in big trouble. Realize that th
Is there an electronic medical record system ready for the 21st century? Is there an affordable electronic medical record system? Can a good EMR help to reduce my business’s medical liability expenses?21st Century Specs You Need for Your EMRThis is a time of fast-paced business. To be blunt, if your current EMR does not keep up with 21st century needs, than your medical practice will experience something similar to dri
The majority of businesses fall into two categories: those that rely on word-of-mouth or those that do a minimal amount of local promotions such as direct mail, flyers, small Yellow Page ads. In any regard, they give advertising very little though. For example, when the Yellow Page representative comes around to talk about their program, they have done little or nothing to prepare for the call. At the very least, they should have considered some of the following issues:
- Who are your customers? i.e., men, women, young, old
- Where are your customers? i.e., from around the block, citywide, statewide
- Which ones are most profitable? i.e., what service or product returns the greatest profit?
- What is one customer worth? i.e., what is the value of an average sale?
- How do you intend to reach your customers? i.e., marketing, promotions.
- What makes your business unique or better than your competition?
If you can answer most of these questions in advance, you’re heads and tails above your competition. If you can’t, you’re in big trouble. Realize that t
Nobody notices normal. I learned that early in life when I discovered my secret calling to be a class clown. I quickly learned that the key to being funny is in saying what people don’t expect you to say - taking assumptions and shattering them. It’s not about fitting in. It’s about getting noticed. When you are different people remember you. It’s something that has been proven true throughout my years as a writer, storyteller, comed
- Who are your customers? i.e., men, women, young, old
- Where are your customers? i.e., from around the block, citywide, statewide
- Which ones are most profitable? i.e., what service or product returns the greatest profit?
- What is one customer worth? i.e., what is the value of an average sale?
- How do you intend to reach your customers? i.e., marketing, promotions.
- What makes your business unique or better than your competition?
If you can answer most of these questions in advance, you’re heads and tails above your competition. If you can’t, you’re in big trouble. Realize that t
So why do so many American Companies offshore overseas? You know the real problem is the over regulation and the over lawyering in the United States. It gets to the point with all the rules and regulations and government agencies screwing with you and people like Elliot Spitzer threatening to do a PR drive bye shooting on your company, stock valuations and such, that it is not really worth dealing with.It is not only about che
- Who are your customers? i.e., men, women, young, old
- Where are your customers? i.e., from around the block, citywide, statewide
- Which ones are most profitable? i.e., what service or product returns the greatest profit?
- What is one customer worth? i.e., what is the value of an average sale?
- How do you intend to reach your customers? i.e., marketing, promotions.
- What makes your business unique or better than your competition?
If you can answer most of these questions in advance, you’re heads and tails above your competition. If you can’t, you’re in big trouble. Realize that t
When designing Flyers for a mobile car wash business it pays to consider the quote; Keep It Simple Stupid! There are a few other things to consider as well. Your phone number should be at the top and bold. The Flyers should be on card stock paper. The Flyers should be a bright color but not fluorescent.The shape and size of the flier should be a unique area. For instance it should not be a half sheet of paper or a whole s
If you can answer most of these questions in advance, you’re heads and tails above your competition. If you can’t, you’re in big trouble. Realize that the marketing that actually attracts your potential customers is built upon the foundation of understanding what type of customer you are seeking. Once you have formulated a profile of the perfect customer, you can plan a strategy for marketing to them.
The shoot-from-the-hip approach of making it up as you go along will waste time and money. In other words, poor planning will lead to poor results. If you devote as much time in developing an advertising campaign as you might have done picking colors for your office, you would be far better off. You should also be able to figure out your ROI, or return on investment based on that average sale and track the results. The latter is important for future marketing approaches to enable zeroing in on the most effective format or media.
Remember that most media can be worthwhile if the message is designed properly. I should know. I was a YP rep and consultant for nearly 25 years and, prior to that, had my own advertising agency. I also have a degree in marketing. I’ve been designing Yellow Page ads for the past three decades. So I have expertise in YP creation and have advised almost 7000 companies on how to put together the most effective YP ads. If you have a display or in-column ad, regardless of size, color or position, I can tell you it most probably needs impro
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