Latest Articles
Latest Articles
Accountability in Marketing
The reason we spend so much more time on urgent, reactive work (read: fires) than strategic, proactive work (read, in this case: marketing) is because there are people expecting, even demanding, that we deliver on the former. We try to put out fires immediately...
Your Market Isn’t Aware of Your Value
You think about your products and services constantly. You review your offerings, tweak small details, and respond to customer problems and concerns. You answer questions, train staff, and put out fires. Your day -- and maybe even your life -- revolve around the...
Suffering For Your Art
A ball player who has experienced the depths of a slump enjoys and appreciates the glory of a hot streak. A man who has been broke, unsure which credit card will work, is more likely to do what it takes to become independently wealthy -- and he will enjoy it like no...
Let Your Customers Create Your Messaging
When marketers or corporate leaders talk about what you do, you focus on the stuff: You describe your products. You tell people what they can buy from you. You lay out features, specification, and technical details. You talk about process, system, approach, theory,...
Communication Action
I coach and advise my clients to give me 15 minutes of marketing action per day. If you can do this, your business will have no choice but to grow. Most readily agree, and most start seeing sales go up immediately. Some people, however, do their 15 minutes, but don't...
Five Ways to Generate Quick New Revenue
If I needed to generate new revenue quickly and urgently, here are five actions I would take immediately: First, I'd call as many of my past customers as possible, for as long as I could. I'd start with the most recent and work my way back in time. I'd ask them how...
Don’t Let Your Revenue Dry Up
As the seasons change here in Chicago, and the weather turns cooler, there is an accompanying drop in humidity. The humidity doesn't change as quickly as the temperature. It drops inside the home gradually, slowly, but consistently. At first you don't notice it. In...
Standing Out From The Crowd
The Internet and social media has brought and endless supply of self-proclaimed marketers to the forefront. The din is constant and growing ever louder. Competition for attention, it is said, is fierce. Ironically, with all the noise, it is easier than ever for your...
Why We Market
We market, by communicating our value boldly and relentlessly, to grow our organization. We market for our colleagues and co-workers, who want to be a part of a healthy, thriving concern. We market for our current customers, who deserve to do business with the most...
Action Required
What's the leading of cause of stagnant corporate growth and sales? Inaction. Over-thinking and over-analysis. Too many meetings and too many doubts. If you have a good marketing idea, try it. Fire first, then aim. Assess as you go. Make adjustments. If it's in your...