By David A. Greenwood, Former Director of Public Relations What is public relations? Many mistake publicity for public relations but the true art of public relations is so much more. Public relations helps to build a corporate image, create much needed awareness for a product or service and it helps to raise the profile of […]
How many people do you know that only market their businesses when things get slow and the pipeline dries up? This is all too common, unfortunately, and it really needs to stop. Your business is not a rollercoaster (even though it may feel like one) and it’s not a healthy way to grow. Allow me […]
To get the optimal ROI (return on investment) for your marketing dollars, when creating a marketing piece, keep this rule in mind: You must be able to read the headline OUT LOUD in less than 4 seconds, the sub-header in less than 8, and effectively tell your story in a few simple words.
Brevity: shortness of duration, especially shortness or conciseness (of expression). Too often marketing work, such as advertisements and brochures, try telling you everything about a business crammed into a necessarily small space. However, that is the quickest way to lose your prospect’s attention. When you produce marketing materials, their focus should be making a point […]
What worked 20 years ago may not work today. The market will always change and evolve. If your brand identity does not change and evolve with the market and its buying trends, your business will not stand out, will not be recognized as the solution, and it will be left behind.
This article is dedicated to companies that are in overly saturated markets of any kind – the same principles apply to products and services alike. Business owners often find themselves struggling with how they are different, and many eventually conclude (rightly), that there is NO difference. From there, the typical responses are either/or getting discouraged, […]
.Com is the “buzzword” for the internet. If people can’t remember what your domain is, they’ll usually remember the company name and stick a .com at the end of it when trying to visit your site. If you can get a .com domain, do it. If you can only get the .net with the .com, […]
In this month’s article, we cover segmentation. When you want to segment your marketing, you might be tempted to have a bunch of different looks/feels carried out throughout your separate campaigns (one for each), and that is not a bad idea… but you need to have a common thread throughout everything that ties it to […]
Ask yourself these 4 questions: Do you have a business that is so complex that you can’t seem to summarize it when you’re talking to someone? Is your business so multifaceted that you can’t seem to provide any less than an advanced dissertation when someone asks you what your company does? Are you trying to […]
The holidays are upon us, and pretty soon we’ll be watching the ball drop in Times Square. Do you know where your marketing will lead you in the New Year? Or have you even thought that far ahead? If you have thought ahead and planned for 2006’s marketing activities, you are on the right track. […]