Latest Articles
Latest Articles
Clearing Marketing Roadblocks
There are three major roadblocks when it comes to putting good marketing into the world: 1. Not knowing exactly what actions to take. Will this technique will work? 2. Not knowing what to say. Will this messaging resonate? 3. Fear: of rejection; of offending; of...
Action, Assessment, Adjustment
A member of my Growth Forum made an interesting post on the role of self-esteem in marketing, and it got me thinking: Marketing requires steady action. We must execute when we're almost ready, and we must tell as many people as possible about our value. Here's the...
How to Grow Your Lists
If your list isn't growing, your company probably isn't growing either. Here's who to add to your list: Everybody you are currently working with. All customers. Everybody you have worked with previously. Past customers. Everybody you are currently discussing business...
From Whence You Come
This is a special, longer piece than is usually written here, but I hope you'll indulge me: I recently visited the city in which I was born, Lvov, Ukraine. I came back there with my parents, who left 35 years ago, when it was still a part of the Soviet Union. My...
Measuring Marketing
People often ask me for advice about measuring their marketing. They tell me how difficult and challenging it is to do so. Here is my take on this issue. First, a foundational point: the only measurement that really matters is revenue. How much and how fast is your...
The Time to Think Big
Too many principals and executives spend their days reacting to one fire after another, moving from problems to crises to fires and back again. This leaves little time for strategy, assessment, creativity and even awareness. If we are to market our value successfully,...
The Duty to Market
Too many people mistake marketing with imposition. We are not wasting or "taking" people's time when we market to them. We are not asking for a favor. And we can't fear failure, because we don't have their business yet. We are failing if we don't market our value. If...
What Customers Want
I conduct qualitative interviews with my clients' customers as a part of most of the projects I do. The goal of these conversations is to understand how my clients' products or services help and improvetheir customers. I am looking for the emotion and the value people...
Referrals
Why don't we ask for more referrals? Most people agree that it's one of the best ways to grow revenue, but nearly everyone I ask admits that they don't ask for referrals enough. After years of helping clients through this issue, here is why I believe this happens: we...
Marketing For Growth
There are many ways to market, but no matter how you approach it, you need three basic variables: a large list of people who can buy from you; high-value content; and a high level of activity. Here is how these variables interact: If you have a large list and you...