I’m often asked for advice on this one. And with good reason … media exposure is probably the most cost-effective way of communicating with your marketplace. Follow these steps and you will discover that it is surprisingly easy to get exposure for your business. Choose a publication that communicates with your market. Write a newsworthy […]
Seminars and workshops are particularly potent business marketing tools. Here’s everything you need to know to use them to generate leads and grow your business. If you’ve ever seen delegates queue to purchase audiocassette programs at a Tom Hopkins seminar, you’ve seen the power of a good seminar presentation. Seminars are a hybrid sales tool. […]
Diminishing returns from lead generation are every promotional coordinator’s public enemy number one. The problem is, all promotional campaigns — no matter what their objective — suffer from diminishing returns. What this means is that the cost per unit of benefit increases exponentially with each repetition of the campaign. If the purpose of the advertisement […]
At one of our public roundtables this morning (in Sydney), we discussed the relationship between the potential client’s buying process and the organisation’s opportunity-management process. It’s an interesting insight, I think. The potential client’s buying process could be characterised as follows: The potential client suffers pain of some kind — but resolves (consciously or unconsciously) […]
In a previous e-mail (http://tinyurl.com/7tvls), Karl mentioned both the TOC Thinking Processes and the Unrefusable Offer. I posted on the former the other night (http://tinyurl.com/b2rxc), now for the latter. An Unrefusable Offer (URO) is an offer that your customers can’t refuse and your competitors can’t emulate. For obvious reasons, the URO is often referred to […]
Why mysticism and marketing are incompatible bedfellows Imagine the reaction of your local doctor if you presented yourself with a cough and a slight fever and proceeded to inform her that you were suffering from tuberculosis! Can you imagine her obediently writing a prescription for Isoniazid and reporting your bad news to the relevant health […]
