June 10, 2015

Down with downtime

Filed under: Marketing Quick-Tip — admin @ 12:57 pm

I  grew up in Phoenix at a time when the Cottonwoods that line north Central Ave. from Bethany Home Rd. to Northern Ave. were mere saplings (have you looked up at them lately . . . or ever?)

It was a time when air conditioning wasn’t nearly as efficient as today, the local economy was not nearly as vibrant or diversified, and the tendency of the business community was to kind of put it in “overdrive” from Memorial day until Labor Day.

Obviously, though summer vacations of various lengths and/or frequency do have their effect, “bagging it” for 90 days is no longer prudent. Yet, there still exists a bit of “summer breather” mentality when the triple digits make their appearance on our thermometers.

Remember, somebody’s going to get the business this summer. It’s a great time to remind your prospects you care even though others – perhaps including your competitors – may seem to have become a bit dormant.

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May 11, 2015

How much is enough?

Filed under: Marketing Quick-Tip — admin @ 1:47 pm

I am always amused when I hear someone proclaim proudly, “We don’t advertise; we get all of our business from referrals!”

I’ll be clear:

  1. Referrals are the most powerful kind of advertising.
  2. Referrals combined with “advertising” create unbeatable promotional synergy.

If a business wants to limit its growth to an organic, gradual rate, relying solely on word of mouth could be adequate. Promotional effort correlates directly to goals and ambition.

Those who want more usually need to do more.

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April 28, 2015

More than a kiss

Filed under: Marketing Quick-Tip — admin @ 4:27 pm

We all are familiar with the time–honored platitude, KISS . . . keep it simple, stupid!

This makes sense if we are talking about trimming the unnecessary details, but keeping it simple at the expense of impact and relevance is an equally costly mistake in marketing communication. Well–written and relevant content can be your most powerful tool.

So, let’s remember to KIMS . . . keep it meaningful, stupid!

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April 22, 2015

More than A KISS

Filed under: Marketing Quick-Tip — admin @ 5:10 pm

We all are familiar with the time–honored platitude, KISS . . . keep it simple, stupid!

This makes sense if we are talking about trimming the unnecessary details, but keeping it simple at the expense of impact and relevance is an equally costly mistake in marketing communication. Well–written and relevant content can be your most powerful tool.

So, let’s remember to KIMS . . . keep it meaningful, stupid!

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April 13, 2015

The three grades of experience

Filed under: Marketing Quick-Tip — admin @ 12:53 pm

 

Experience comes in three levels, or “grades.”

There is the  “time in grade” variety, which, to me, means an individual or company has merely done whatever they have been doing for a certain, perhaps lengthy, amount of time.

The next level is successful experience, which means doing it well over a particular period of time. Obviously, this is more meaningful, and I urge our clients to capitalize on this, particularly by offering specific examples to prospects, including the inclusion of results achieved.

Then, the highest and most pertinent use of experience is being able to apply it to the contemporary challenges inherent in today’s highly competitive marketplace. This is where experienced – and progressive – purveyors and/or practitioners really can shine, figuratively running circles around their less “background endowed” counterparts.

As marketers, we rely on our superior and lengthy experience to win and serve our clients. More important, we endeavor make certain we bring only the most applicable and suitable variety to today’s challenges.

Being and staying current is among the most vital “currency” a company has to spend in its capabilities account.

 

 

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March 30, 2015

The right-brained majority

Filed under: Marketing Quick-Tip — admin @ 12:07 pm

 

A credible and respected study has shown that two-thirds of us are “right-brained” – we respond based on feelings, emotions and early impressions. This holds true for everything we encounter, and marketing communication is no exception.

The marketing point: Say what you have to say to your prospects briefly, getting to the point ASAP. While you’re at it, a bit of graphic and verbal imagery can help to create a lasting impression. We can give you specific  examples that make this point.

Ask Allan Starr.

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March 25, 2015

TMI creates marketing hurdles

Filed under: Marketing Quick-Tip — admin @ 4:35 pm

When in conversation we tell someone something they did not really need – or want – to know, there’s a pretty good chance they will roll their eyes and say, “TMI” (too much information!).

This can apply to marketing communication, as well. Are you feeding your prospects too much information, more than they care to swallow – let alone digest?

There are ways to make your point – even more effectively – using wit, creativity and brevity. We can tell (and show) you how.

Ask Allan Starr.

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March 17, 2015

Filed under: Marketing Quick-Tip — admin @ 11:40 am

Information overload is a fact of life, one which surely will become even more prevalent in the future.

A credible study has shown that fully two-thirds of us are right brained. We act on instinct and emotion rather than verbosity and the standard lengthy messages we receive.

The savvy marketer will respond to this by getting right to the point, sending brief and relevant marketing communications. If these also are creative, original and memorable – all the better.

Remember: your prospects have more to do with their time than devote themselves to studying what you send them. Give them – and yourself – a break by being succinct and pertinent with the points you make.

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March 5, 2015

Do you suffer from UNdigestion?

Filed under: Marketing Quick-Tip — admin @ 4:29 pm

People may be receiving marketing messages, but that doesn’t mean a meaningful percentage of them are “swallowing” them, let alone digesting them.

I believe this problem calls for the application of some key strategies, some of which will be dealt with in future articles. For now I’ll focus on a couple of desirable characteristic for creating winning communication – brevity and simplicity.

This is necessary for several reasons. Here are a few:

Information overload

Obviously, there are tons of materials and messages being sent our way. And, credible studies have indicated that fully two–thirds of us are “right brained,” often acting more on hunch and emotion rather than absorbing detailed information.

Attention span

The average human attention span has shrunk from 12 seconds in the year 2000 to eight seconds in 2013.

The deletion impulse

From a digital standpoint, a great many of us have three devices from which we are constantly deleting messages – including desktops, tablets and smart phones. In my case, I notice this has created an ever–increasing tendency to delete things before actually pausing a bit to consider what they may contain Admittedly, I’m a bit “trigger happy.”

Wordiness

Most marketing messages are simply too wordy for their own good. So, the tendency is to use this for an excuse to disregard them entirely (does this sound like anyone you know?).

Speaking of verbosity, those are enough words for now. Next time, we’ll deal with another characteristic – relevance.

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February 24, 2015

“Missing Link” identified

Filed under: Marketing Quick-Tip — admin @ 4:29 pm

 

 

When I think of those times I thought I had a “great idea” but never acted on it, I can’t help but wonder .  .  . what if (?)

Should an example of this phenomenon occur in a marketing context, perhaps you should make a point of acting upon your hunch. I call this urge, “pulling the trigger.” If you don’t, you never will know.

“Execution is the missing link between aspiration and results.”

- Lawrence A. Bossidy, retired Chairman/CEO, Honeywell International

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