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developing more effective ways to attract and retain profitable clients.
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Three Long-Held Concepts Every Marketer Should Rethink

Three Long-Held Concepts Every Marketer Should Rethink | marketing tips | Scoop.it
Brand, loyalty, and positioning aren't what they used to be.
mcgrawmarketing's insight:

Interesting...but the author does seem to make a case for the importance of building loyal customers into brand advocates that write those reviews that influence new buyers to purchase a brand.


As for positioning, if positioning is done properly, won't that be one of the key factors that appeals to the user and winds up as a key factor in the reviews?

 

And lastly, do we have a handle on how many buyers are driven solely by reviews? And do user reviews count for more than expert reviews (or vice versa)? Personally, I am not influenced all that much by the comments of strangers on the Internet. And with some organizations being accused of writing their own positive reviews or negative reviews of competitors, I wonder why so many would be influenced by the reviews of strangers vs. friends, families, colleagues etc.

 

What's your reaction?  Do marketers need to rethink these concepts?

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Your Business Needs a Special Sauce

Your Business Needs a Special Sauce | marketing tips | Scoop.it
The most successful businesses define what sets them apart--almost to the point of obsession.
mcgrawmarketing's insight:

Note from Pat: Simple point driven home in this article - and that's the importance of consistently offering a unique, valuable solution to your audience.

 

And I really need to get down to Georgetown Cupcake!

 

So what is your special sauce?  Your unique value?

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Increasing Sales by Answering Customers’ Questions

Increasing Sales by Answering Customers’ Questions | marketing tips | Scoop.it
An installer of fiberglass pools uses an unconventional marketing approach to save his company and start a new venture.
mcgrawmarketing's insight:

Note from Pat: "Revolutionary" as in "a secret as old as time."  

 

The right message to the right audience through the right channel at the right time in order to motivate the right response.

 

My problem with this article is that it ignores the importance of answering customer questions in other channels...I have no doubt that the online content worked...but imagine the impact if the sales team took the same approach.  Or if the print ads, collateral, direct mail, telemarketing, events....

 

You get the point.  What do you think?  Blog posts gonna rock your business or do you think it makes better sense to answer your customers questions across all communication channels?

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Why isn’t your marketing working?

Why isn’t your marketing working? | marketing tips | Scoop.it
If you are not getting the sales results you need or you need to attract more clients, make sure you are not making the following mistake.
mcgrawmarketing's insight:

What do you offer your audience that is a unique, valuable solution?  It comes down to positioning (http://bit.ly/13rquhS) and too few firms make the time to work through the positioning process.  The result?  When asked to describe what it is they do that is uniquely valuable, the answer falls short.  It's typically vague and it's typically indefensible (easily matched or passed by the competition).

 

And why is this?  Well, when you do things like position your business, you're saying that you will say "No" to certain opportunities that walk in your front door and try to give you money.

 

People hate that.  But you know what...saying "No" at the right time is key to your success.  

 

What do you think about all this?  Care to take the opposing point of view based on experience?  Or do you have examples of how strong positioning saved your business?

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Your Elevator Pitch Stinks. Here's How to Fix It

Your Elevator Pitch Stinks. Here's How to Fix It | marketing tips | Scoop.it
The old, boring elevator speech is dead. Finally. Use these four tips to create a pitch that doesn't sound like an outdated sales speech.
mcgrawmarketing's insight:

Note from Pat: I help businesses attract and retain profitable clients.

 

That's my 30-second elevator speech...with time to spare.  I learned a long time ago that the most effective messages are benefit rich rather than feature filled.  And when a business owner or a member of the leadership team of a growth-oriented business hears my elevator speech, they always stop, turn and ask "Really?  How?"

 

Then, I mention that "By helping them focus on providing the right audience with the right message and offers at the right time via the right channel in order to generate the right response.  You see, too often, businesses forget that it's about the customer and they start pushing the wrong messages at the wrong time through the wrong channels...and that creates waste, missed opportunity, higher costs and lower profits."

 

"I help them put their focus where it needs to be ... and results have included double digit increases in conversion, retention and referral rates.  That means a lower cost per sale, higher order frequency...and higher profits."

 

What do you think...would that be an interesting elevator ride for you?

 

 

 

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Why Every Small Business Owner Needs To Start With Why - Big Red Tomato Company

Why Every Small Business Owner Needs To Start With Why - Big Red Tomato Company | marketing tips | Scoop.it
Start with why. Most small business owners can tell you what they do. Most small business owners can tell you how they do it. But not why they do it.
mcgrawmarketing's insight:

Note from Pat: Why should your audience care about your offering?  What's in it for them?

 

If your offering helps your audience save time or money...or if your offering provides your audience with confidence and peace of mind...or if your offering helps your audience gain higher status with their key audience of family, friends, colleagues etc...then you are answering 'Why?'

 

If your answer to "Why?" is "because we make the best product" or "ours is fast" or "because we're dedicated to your satisfaction"...you're not answering "Why?" with a response that will matter to your audience.

 

So how do you answer "Why?"

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