When to integrate PR – and what it means.

PR, when most effective, is almost always going to be used as a vehicle to solidify your other marketing efforts. This means that most often, PR is not a standalone service, but rather, it is factored into your marketing strategy as an integral part of the whole picture. While anyone can do PR, its really […]

Creative Differentiation = Results in the Media

By David A. Greenwood, Director of Public Relations When I was a volunteer for Special Olympics in Massachusetts years ago, I was asked to help publicize a donation a local company was making to the organization. We knew that most donations under $1,000 do not get much publicity. Instead of taking a photo of the […]

Regular Marketing = Regular Cash Flow

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 […]

Quick Easy Rule for Effective Marketing Pieces

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 = Sales

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 […]

Branching Out: Adapting for Success

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.