26 Jan 10 Are you a Small Business Owner suffering from Promotional Panic?

One of my good friends and fellow Duct Tape Coaches typed this great- tounge in cheek article.

http://blog.bplans.com/2010/01/18/are-you-a-small-business-owner-who-suffers-from-promotional-panic/

29 Nov 09 When your brand overtakes your message

I have a new blog entry published at 2checkout.com’s Blog called “When your Brand overtakes your message”

http://www.2checkout.com/community/blog/2checkout-blog/e-commerce/when-your-brand-overtakes-your-message

13 Oct 09 Speakers Wanted

If you are a small business owner and consultant looking to speak at the 2010 Hudson Valley Business Edge,Please apply now as we are setting the lineup for 2010-  What we are looking for is:

- A Good Public Speaker

- A topic of interest to most small business owners

- Willing to share 3 key takeaways that can a small business owner can start implementing the next day.

Think you fit that description?

Fill out an application here:

http://qedbusinessedge.com/Main/CallForPresenters

11 Jul 09 Good Advertising Works the First Time.

If you are a small business and properly using two-step advertising that is uniquely trackable, which, if you are reading this blog you should be, please never listen to the advertising salesperson’s line that 3, 7, 27 or 263 exposures are needed before someone will act on the advertisement.  If your first advertisement didn’t at least bring in 2 times the cost of the advertisement the first time, please DO NOT run it again!

Yes, there are elements of branding or “Image Advertising” that do indeed work if you can afford a few thousand impressions.  However, if you are reading this blog I will assume that you do not have a 6 figure advertising budget which is what it requires to do effective ‘branding’ in a only a very limited area.

An advertisement medium might be worth running again if you get either a high call rate with a low close rate or vice versa, but with modified copy or design that better addresses the audience in that medium.  Both of those can indicate that the medium is right but the message is a bit wrong.

Also- keep in mind that advertisments can get old quickly.  If you run the same ad past 5-20 imperessions, be prepared for a slowdown in sales as you have reached most of the audience ready to respond to that particular offer.

15 Jun 09 What a difference 5 years makes

What a difference 5 years makes-

My friend’s son Doug is turning 5 this week, and really, five years ago really isn’t that long a time ago.   Then again, five years ago it took all of Doug’s will and might just to make poo.  Now he’s dancing, playing video games, reading and telling (simple) stories and (bad) jokes.  What not everyone realizes is that marketing has changed nearly as much in these last 5 years as Doug has.

How, you ask?

I think what we saw was that the internet has finally come into its own and has finally changed the way we live, act and shop… you know- like how the ‘experts’ predicted it might change our lives in the late 90s.

There are three key takeaways that you need to know about web 1.5 (we’ll talk web 2.0 soon, promise) now that nearly everyone is using the internet.

1)      Push vs. Pull- Traditionally, one could market to individuals via mass media and expect some success if you’ve done your homework on your target prospects. Today, nearly everyone, even your parents, are online (yes, this goes for you folks who are retiring next year-  it’s a safe bet your parents are using the internet).  Maybe not how your teenagers are, but they are still turning to Google and the internet for answers first, not when all else fails.  Yes, this still applies even if you are a plumber, folks are looking for a plumbing supplier online first, THEN the Yellow Pages.

This is why Yellow pages companies are starting to fail, as the optimal Yellow Pages strategy for 2010 is to invest in a bold listing for about $50 a month.  In 2004 a well crafted and distinctive ad would be a good gamble to pay for itself.  Now it’s a fool’s bet, and not one I recommend you taking.

2)     The web is Manditory.  It is now no longer enough to scan in your brochure and call it a web site like you could (mostly) get away with 5 years ago.  You need an SEO strategy, you ought to consider an ad-words strategy, and I strongly suggest a blog strategy.  Doesn’t matter if you in-source or outsource those activities- it has to be done if you want to be where the shoppers are.

3)      Authenticity-  With all the marketing messages we are being bombarded with (nearly 5 times as many daily as in 2000) it’s not just the youth that have become cynical of it all.  Five years ago, a decent copywriter could ‘fake’ a testimonial just fine and even if it sounded a bit fake- it would still make the point.  Today, there is increasing evidence that ‘false testimonials’ are simply devastating to one’s credibility.  Yes, you read that right- fake testimonials can be far worse in today’s marketing environment than nothing at all.

13 Apr 09 Want to be a more interesting person? Here’s 30 ways how!

Great Article I stumbled on- And it should be required reading for everyone!

http://hellomynameisscott.blogspot.com/2009/02/30-ways-to-become-most-interesting.html

16 Mar 09 Blog Under Design

This workspace will see alot of changes in the next two weeks as we move forward.

Please pardon my dust, and check back in Mid-June for some impressive new designs.