Recently the board chairman of one of my clients asked me to provide data on how each of the marketing initiatives I had recommended for this particular client was performing. I shared that this was a nearly impossible request. It’s like saying which of your body’s systems are performing the best, so that we can[…]
Good marketing follows certain universal truths. To succeed in an increasingly skeptical and fragmented marketplace, therefore, it behooves marketers to learn and apply these universal truths to marketing their products. One of the most important “truths” is the “power of three.” Third rock from the sun Most of us learned in science class that the Earth is the third rock[…]
They say, “It’s better to give than to receive.” I’m not sure who said it first. The Bible certainly teaches it (see Acts 20:35). I suspect the marketing corollary to this truth is that, “If you give, you will receive.” Now that I think about it, the Bible teaches that too (see Luke 6:38). To[…]
There’s an old saying: “If you want to catch fish, go where the fish are.” The marketing and publishing corollary to that saying is, “If you want to reach your audience, you need to capture their attention in the way they prefer to be reached.” Maybe you like reading the newspaper. Great. But does your target[…]
A colleague of mine introduced me to a phrase a while back that hit home with me. He talked about suffering from a condition he referred to as “Money Weakness.” That’s an interesting phrase. What does it mean? Essentially money weakness is a condition where an individual or organization is afraid to charge a fair,[…]
What do you do for a living? Who is your target audience? Why should someone want to hire you? What got you into this line of work? All these questions you should be able to answer in a single sentence. Call it your value statement, or “elevator speech” (a reference to how you might quickly[…]
We live is a fast-paced, ever-changing world. It seems the demands on our time, the voices screaming for our attention get louder every day. There’s a ton of opportunity out there. So many needs to meet, ways to serve, problems to solve. Yet many organizations still struggle to succeed and grow. Why is that? Whether you run[…]
