Most of the time, when a business decides to use social media, there’s a “what,” but no “why.”  For example, someone decides that the company needs a Facebook page, or a blog, or a Twitter account.  And maybe they do.  But why?  Because everyone is doing it?  Because someone in a seminar said so?  How…

Most of us watch TV to unwind.  But as genuine reality TV deepens its hold on network schedules, your TV time can turn into a great prospecting tool.  Just paying closer attention can tip you off to markets you may be missing.  Here’s an example.  Watch HGTV and you’ll notice that nearly all homebuyers, regardless…

No one likes to see a customer leave.  So why is it that very few companies – and virtually no small businesses – pay attention to the warning signs?  Go back and take a look.  What happens just before customers head for the exit?  Does purchase or account activity slow?  Do they unsubscribe from your…

Most companies struggle to clearly define what makes them unique among – and better than – their competition.  But without that differentiation, marketing becomes very expensive and not so effective.  So what happens if you simply can’t find anything that separates you from the pack?  Short of throwing in the towel and accepting whatever crumbs…

Success in any endeavor is great.  Among its benefits, it provides positive reinforcement for those who achieve it.  But there’s a downside – and potentially a big one.  All that reinforcement makes it very hard for successful people to change.  And if there’s one constant in sales and marketing today, it’s change.  If you manage…

As you consider the importance of social media to your company, think about this: the primary goal of marketing is to convince somebody to do something.  There are a lot of ways to do that, but in many cases, social media aren’t among them.  Sites like Facebook let you build connections with consumers, get their…

The average personal trial has a lot to do with motivation. The defense lawyers are paid for their time, but the prosecution gets a big slice of any judgment.  More risk, but potentially higher returns.  So who works harder?  Same with established companies and new ones.  If you’ve been around for awhile, young, hungry competitors…

Think about all of the time in the past week that you’ve interacted with an employee of another company – the grocery store checker, a server at a restaurant, tech support and so on.  How many of them seemed happy and enthusiastic?  When they didn’t, how did it affect your experience – and your perception…

When ESPN was still just an idea, an HBO executive dismissed it, saying, “There’s no way anyone will ever watch sports 24 hours a day.”  Today, the sports network, owned by Disney, accounts for 28% of the entertainment giant’s stock value, and is considered its prized cash cow.  The lesson for businesses?  You’re defined not…

“When the woman saw that the fruit of the tree was good for food and pleasing to the eye, and also desirable for gaining wisdom, she took some and ate it.” (Genesis 3:6)  Even the devil knows effective marketing when he sees it.  Research shows that your marketing becomes more persuasive when you engage more…