These days, it’s easy to pay so much attention to the latest way to deliver your message digitally that you completely ignore the postal service.  But traditional direct mail still offers a wealth of benefits if done well.  It lets you define your target audience precisely, which means every dollar gets in front of a…

A service provider ran into trouble.  They had problems with their equipment and their people, and it impacted their customers directly.  But only after several months and hundreds of customer defections did they communicate with their remaining customers.  No company is perfect.  Yours will make mistakes.  But when it happens, respond quickly and professionally.  Own…

Recently, a medical professional opened an independent, private pay practice.  Hoping to court high-end patients, he gushed about the money he had spent on furnishings in the waiting room and even cabinetry in patient exam rooms.  But his marketing?  A homemade logo, a homely, DIY website and a banner in front that simply said “Now…

Whether you’re starting a company, launching a new product or service, building a new website – nearly any big endeavor – the lack of a clear plan and structure at the outset breeds indecision.  Teams stumble over ambiguous goals or unanswered questions, the meter keeps running and the cash keeps flowing out instead of in. …

When you see a bank slapping fees and service charges on anything that moves, you’re seeing a bank that lacks a brand.  With nothing to distinguish them from competitors – and weighed down by huge compliance expenses in the wake of the financial meltdown – these institutions have no recourse but to boost fee income…

There’s a lot of attention paid to the 1% who control most of the wealth in America, and lots of businesses pursue them.  But most companies – and yours is probably among them – really need the other 99% as customers.  If that’s the case, why not say so?  While everyone else fights over the…

If you’ve been in a car, you’ve seen them.  They’re the billboards designed to persuade people that abortion is wrong.  Fair enough.  But if they’re going to succeed, they should stop preaching to the choir, and start making smarter creative choices.  Lose the King James Bible quotes, the vintage Virgin Mary images and the fetus…

In his stand-up routine, comedian Joe Klocek admits that he doesn’t have to write jokes.  He just has to get up every day and look around.  Same goes for marketing.  If you can arrange your calendar so that every day, you’re talking to a customer, revisiting your own website, strolling around your offices and listening…

We all know that a good workout often leaves you sore for a day or two.  As old muscle tissue gets torn down and replaced by new, stronger muscle, you feel it every time you move.  It’s pain with a pay-off.  The same is true with building a brand that attracts customers.  It’s really hard…

Especially if your company has been around for a long time, here’s an exercise that can help you remain relevant.  Think like a start-up.  Think about the advantages of being new.  There’s no bureaucracy in place yet.  You don’t know what you can’t do, so you try new ideas with enthusiasm.  If something doesn’t work,…