As people communicate more individually in areas of presentation and electronic media, many focus on creating a “professional” image, which simply means making it look like what’s expected. Sadly this often results in boring and forgettable websites, PowerPoint and videos. Here are three powerful reasons why using humor attracts customers and helps communication.
Depending on which news service or economist you listen to, the recession is officially over. That means that business is now going forward, albeit slowly and certainly not painlessly. So how do you cycle through the harsh winter ahead?
Published in Smart Business Magazine and Online, November 2010
“You have to promote your brand!” This is what many of the marketers tell us. Dictionary.com defines “brand” as “to impress indelibly.” It’s harder than it sounds. Few of us can buy 30-second Super Bowl commercials at $2.5 million. But indelible impression is achievable for any size business with focus and intent.
Published in The New York Enterprise Report, November 2010
Branding is an approach that requires patience. Done right, branding can drive easier lead generation, higher conversion and higher margins. Read on and taking marketing tips from the king of rock ‘n’ roll.
Whether you are creating a branding impression like British Airways, pitching for a contest opportunity or presenting at a face-to-face meeting, the opportunity is limited to make a lasting impression.
Despite all of the hype about electronic readers like the Kindle and Nook, digital downloads still represent only a few percent of book sales. It’s not likely that we’ll see books and bookstores disappear any time soon. The importance and value of books are still being instilled into our children even today. So, how do you leverage the printed word for greater ROI?
There is a reason marketers get a bad rap on social media sites and among the general public. We are known for pushing information your way with the clear intent of getting you to act. For the most part, the public finds this acceptable as long as there is some level of authenticity to your message. But the bigger question is how to create a genuine marketing message that resonates with customers.
Of course, most of us can’t and shouldn’t market our products and services to anyone and everyone, as that would be expensive, cumbersome and eliminate the efficiency benefits of marketing. But, for many, there are silent segments that can add to top-line revenue and differentiate our approach in the marketplace. We just need to open our eyes, hearts and perspectives and, like Melanie Notkin, be a little more savvy. Take a closer look and think about how you can market to misunderstood segments.
Executives often focus on certain aspects of the business without looking for the good and bad chain reaction results of their decisions. By addressing the desired outcome for the customer and your bottom line together, you can come up with ways to innovate the process and integrate efficiency with an awesome experience for the customer.
Often businesses focus on customers or operations or products or promotion or environment but rarely do they put together all of the above. Successful business today rarely happens by accident, so get planning, get connected and get creative.
Even the most exciting events and activities can become stale and mundane with frequency and inconsistency. Every company is responsible for the quality of the customer interaction. The longer the engagement, the more innovation is required to make it fresh and exciting. The objective is to stimulate your customers into being fanatical about your delivery. How to ensuring each step of your customer service is consistently up to par.
Published in Smart Business Magazine and Online, February, 2010
Some may have heard about the Virgin Galactic unveiling of the new VSS Enterprise spaceliner in the Mojave Desert last December. It was an astounding event and very much in keeping with the spectacle we normally associate with Sir Richard Branson.
Published in Smart Business Magazine and Online, January 2010
Why do things have to be awesome? Isn’t good good enough? What about great — isn’t that good enough? It’s not that companies intentionally force mediocrity our way. In fact, it’s the lack of intention that usually results in mediocrity. Given a choice, most people would choose an awesome experience. How to create positive, meaningful and memorable business experiences.
Published in Smart Business Magazine and Online, December 2009
What marketing opportunities are you missing out on? Maybe it’s time to get writing. Every EOer is an expert in something. That’s how we became EOers. But as the CEO of Stratford Financial, a niche mortgage company playing against 800 lb. gorillas like Bank of America and Wells Fargo, I struggled for client credibility when pitting my experienced advice against the ramblings of inexperienced bank salespeople.
Published in The Entrepreneur’s Organization Octane December 2006