Latest Articles
Latest Articles
Customer Levels
Everybody has customers in each of the categories above. Start at the right with me: Evangelists are your very best customers. These people are your greatest supporters. They buy much of what you put in front of them. They are communicators, telling people they know...
Communication Action
In my approach to revenue growth, research isn't marketing. Reading isn't marketing, and neither is writing frankly, unless you send what you wrote to somebody who can buy from you! Marketing is communication action. That is, telling somebody who can buy from you...
Categorizing Customers & Prospects
I often say we need good lists. But we also need accurate categorization (or tagging) within those lists. This allows us to message, market, and communicate differently to various groups of people on our lists. Thinking about tagging across multiple dimensions: By...
Pushing versus Pulling
When you contact buyers with a pitch, you are pushing your products or services to them. When you call, sell, mail, or use one of those awful, horrifically long "sales letters," you're pushing. What reaction do most people have when being pushed at? We step away,...
Perseverance in Marketing & Business
In one of this weekend's NFL playoff games, the Indianapolis Colts found themselves down 38-10 in the third quarter against the fiercest defense in the league, and an opposing quarterback who was a having an historic game. Basically it was an insurmountable deficit....
How Do We Communicate Our Value?
I was talking with somebody today who asked me: "How do we communicate our value?" My reply: "We communicate your value by communicating your value." Let people know, on multiple parallel platforms, how you improve their lives and companies. One communication at a...
Marketing Resolutions for The New Year
Here are 10 marketing resolutions for the new year: I resolve to spend 15 minutes per day communicating my company's value to the world, because even Ihave 15 minutes. I resolve to focus my marketing on how my customers are improved by my products and services,...
Marketing Questions for 2014
This is a terrific week to plan for next year. As you take a look at your 2014 marketing effort, ask yourself these questions: Who is your customer exactly? What kind of person is this? What title do they have (professionally, or personally)? Where do they work? What...
Why Marketing Is More Effective Than Sales
If you want to increase revenue, marketing is your fastest, easiest, most impactful way to do so. It's even more effective than sales. Why? Because sales is one-to-on. You can't sell to more than one person at the same time. It's physically impossible for you to be in...
What Marketing Is Not
Marketing is not researching Linkedin. It is not collecting followers or friends on social media. Marketing is not calling a supplier. It is not perfecting products, or product descriptions. Marketing is even not getting your Web site just so. Marketing is not meeting...