It’s not all just art. Yes, marketing is absolutely an art form. But when there’s commerce involved, you have to welcome science to the party too. Creativity is what you use to connect dots that have never been connected before, in order to compel people emotionally. Marketing absolutely needs this. Science is what you use…
Photo by Afif Ramdhasuma on Unsplash Don’t miss. “Targeting” is when you choose exactly who your audience should be. But it can be sneaky… “overspending” might be disguised as “targeting”. This is because you could be targeting too widely (and overspending), or targeting too narrowly (and overpaying). If you are targeting too broadly, then you…
Photo by Tosab Photography on Unsplash Two paths to marketing. When you’re launching a new marketing campaign, this trail splits at the trailhead. There are actually two paths that have different end goals, but both of them get you up the mountain. You need to choose between a Direct Response campaign and a Branding campaign.…
Photo by Tim Mossholder on Unsplash This week is all about marketing. Marketing is where most small business owners turn when they want to grow and yield better profit. You want more leads, which yields more customers, and produces more revenue. With most marketing you pay to play, and if you do it right then…
Photo by National Cancer Institute on Unsplash Time to go psycho. If you’ve ever tried running a marketing campaign, you have probably had to choose demographics. Age, gender, interests, geographic location – these are the O.G. qualifiers for advertising. But there’s a next level that you can unlock. Enter: Psychographics. Psychographics are a method for segmenting…
Photo by Nathana Rebouças on Unsplash You’re leaving money on the table. When you close a sale, there is almost always an opportunity to sell more. Often there are related products that would be helpful for what your customers are already buying. For example… Do You Want Fries With That? That old familiar phrase is…
Photo by Nicole Elliott on Unsplash Time to build a cairn. Hikers often create “cairns” which are small rock piles to reassure other hikers that they are on the right path. These cairns also serve as a monument to prior success. Somebody was there, and did that. It’s the hiker’s equivalent to a trophy for…
Photo by Glenn Carstens-Peters on Unsplash I spun my wheels for 7 years. That’s how long I trained new employees by hand, one-on-one, spending probably over 100 hours on something that could have been solved with one mouse click. Training videos aren’t just for huge corporations. If you have trained more than one person with…
Photo by Karthik Thoguluva on Unsplash Do you have a sherpa? Sherpas are expert guides in the Himalayas who help climbers reach summits that would be impossible to conquer alone. They bring deep knowledge of the terrain, assist with carrying heavy loads, and help adventurers manage the physical and mental demands of the journey. While…
Photo by Kate Stone Matheson on Unsplash Profit, profit, all around. There might be profit hiding right in your own facility. Most business locations are not being used 24/7, and down time is lost opportunity. Do you have commercial equipment that other businesses could use? If so, you’re probably not using that equipment all the…