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Most businesses take whatever word-of-mouth advertising they get but I'm here to tell you that you can exert a considerable degree of control over this type of advertising and marketing.
The reason that word-of-mouth advertising is so valuable is simple. Nothing you could ever say about you, no matter how well you say it, can have as much impact and credibility as something someone else says about you ' especially an enthusiastic customer or client
Word-of-mouth advertising is the most...
•Why are These Companies Outstanding?
? I want to discuss just a little about the few truly outstanding American companies I carefully observe and respect and why they're so successful.
First, let's talk a little about the lack of excellence and one great place to find that is the hospitality industry.
The hotel and motel industry is, in my opinion, the most screwed up, poorly managed, insensitive, uncaring industry there is. I travel a lot and my company's booked meeting rooms and convention space in hotels all across the...
•Are There Any New Model?
? we can plus the product, service or business? Plusing is addition, adding to. Several years ago a company rolled out a new product, peanut butter and jelly swirled together in the same jar. Depending on how you want to look at it they plused the peanut butter with jelly or vice versa. The product didn't do well but it's a good example of the idea.
A second type of checklist to construct and use is what I call a 'Practical Creativity Checklist.' There are a number of methods for rearranging...
•Selecting A Behavior Before Choosing Its Function
She is a shredder with no receptacle. She is an interesting dog in many respects. Notably her fierce independence. She will play with a crumpled ball of paper thrown for her but she prefers picking one out, standing onhind legs, and taking what she wants.
She is a shredder with no receptacle. She is an interesting dog in many respects. Notably her fierce independence. She will play with a crumpled ball of paper thrown for her but she prefers picking one out, standing onhind legs, and taking...
•The Easiest Approach For Getting Referrals for Your Small Business
The typical executive, for example, knows about fifty other people at a similar executive level in his own or closely related industries. This number tells you that each customer or client who comes through your business could bring you as many as fifty other customers or clients.
...simply ask for them.
Many business owners and executives, professionals and even sales people have all sorts of mental hang-ups about asking for referrals. However, most of those hang-ups are invalid and I find...
•A Message in the Assets that Matter to Small Business Selling
Yes, there still is a Fuller Brush Man - although the company's products are mostly sold today on Home Shopping Network, in catalogs, and by some spare-time reps and home parties ala Tupperware. Art Pearson has been a full-time Fuller Brush Man calling on customers at their homes for 70 years.
If you're younger than 40, you've probably never seen a creature like Art. The Fuller Brush Man, the Cook Coffee Man, the Charles Chips man, the Sealtest Milkman. (There used to be jokes about someone's...
•Is Your Company's Advertising Boring?
? Donald Trump says "e-mail is for wimps." I'll leave that for another time, but I couldn't resist mentioning it.
Another type of business wimp seems to be the employer controlled by and fearful of his own employees. I actually hear employers say:
"My employees won't let me do that."
Incredible. But, by far, the largest population of business wimps is what Zig calls "professional visitors" - salespeople who show up but never ask for the order.
Along this same vein is an ad that doesn't sell...
•Stop Complaining About Low Balling..Jack Up Your Prices!
Right before the Depression, small store owners thought it was impossible to compete against the big chain at the time, so they filed a lawsuit, and finally got The Robinson-Pittman Act Of 1936 passed by the US Congress - and that law still exists today.
It says that volume discounts given by manufacturers cannot exceed the cost savings gained by the manufacturer by delivering the large volume order. And now a group of 160 tire store owners have filed an anti-trust complaint in federal court...
•Most Small Business Marketers Miss This Chance
Sex in small business marketing has long, long been used, for a wide variety of products, appealing to men, and to women.
It can be subtle " like Cadillac's woman driver: the question slyly asked by the sexy woman: when you turn your car on, does it return the favor?
...overt " think after-shave ads.humorous " people my age remember football star Joe Namath in pantyhose.
...branding " think Playboy, think GoDaddy's Super Bowl commercials...think Hooters.
Southwest Airlines original launch...
•Are You an Idiot or Bum in Your Business's Marketing?
? The high level of stupidity, trying to save pennies, or laziness of business owners can be easily seen in their consistently unexplainable behavior regarding how they fail to market to existing customers.
They are loathe to spend money and time on the people who have already proven they will patronize them and, in fact, do patronize them.
But always willing to pour time and money into chasing the next new customer. They are in ardent, sweaty, drooling lust for the next new conquest,...
•Owning Page 1 of Google for Your Name
Do you Google yourself?
How many of the listings on page 1 are about you?
How many are about some other tool that just happens to be blessed with the exact same name as you?
If a potential client or customers is researching you, the first place they will go to (in most cases) is Google. Of course, your website should be there, but what are some other easy ways to own the 1st page with more content about you?
It's actually not terribly hard, and it doesn't require a whole lot of work.
Just...
•The Greatest Strategy So Few Small Business Marketers Are Willing To Use
Never discouraged by futility or resistance, I continue to teach and preach the profound advantage available only through precise message to market match. And I have another instructive example.
The big sporting goods, hunting, fishing, camping and apparel company ORVIS offers its customer mailing list with ethnic and religious selects, so you can obtain only the Jewish or Catholic or Muslim or Hindu buyers, or only the Asian or African-American or British or Irish or Italian or Hispanic...
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