April 29, 2014

Fatal Flaws in Marketing

Filed under: Marketing Quick-Tip — admin @ 10:33 am

1. Thinking that being best ensures success

  • How this can work against you.
  • How this can work for you.

2. Disregarding the power of the “Three–Foot Rule”

  • Spread the word at every opportunity.

3. Failing to stake–out your unique position

  • Focus your marketing on what your competitors can’t say.

4. Portraying features as benefits

  • Convey “what’s in it” for the customer.

5. Thinking that a lot of brilliance compensates for a lack of reliability

  • People aren’t easily dazzled, but need to know they can count on you in a pinch.

6. Being too “wordy”

  • “If you can’t put your idea on the back of a business card, it’s not a clear idea.” – – – David Belasco
  • The confused mind says “No!”
  • Read this book: Why Business People Speak Like Idiots – – – Fugere

7. Choosing style over substance

  • Who have you served?
  • What have people said about you?
  • How long have you done it?
  • Success stories
  • What can you do for someone like me?

8. Ignoring Drucker’s Law

  • “Business has two basic functions: Marketing and innovation.
    These produce results. All the rest are costs.” – – – Peter Drucker

9. Letting prospects and customers/clients forget you

  • Maintain visibility.
  • Keep selling the “sold.”

10. Buck Fever

  • You’ve got to pull the trigger, to hit the target.


April 22, 2014

Filed under: Marketing Quick-Tip — admin @ 10:04 am



(With an assist by Allan Starr) 


“Marketing is the process of planning the conception, pricing, promotion, sales

and distribution of goods and services, to create exchanges that satisfy

individual and organizational objectives.”






April 16, 2014

The arcitecture of marketing

Filed under: Marketing Quick-Tip — admin @ 9:56 am

Marketing Memo from A. Starr –
When people want to construct the best commercial or residential building for their specific needs, the intelligent approach is to design and build it with the help of an architect. To achieve the best results, it simply wouldn’t be reasonable to go forward without a set of plans, instead merely hiring one or more subcontractors independently.

. . . The same should hold true for building a brand, in which case the architect/builder would be a qualified marketing specialist and the “sub–contractors” might include:

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Graphic Designers
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PR People
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Photographers / Videographers
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Website Designers
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Media Buyers
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Radio / TV Stations
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On-air Talent

For best results, marketing initiatives should reflect an overall strategy; one developed with the help of a proven-qualified marketing expert, with specific client objectives and outcomes in mind. A common misconception is that this approach is more expensive. Nothing could be further from the truth. What truly are unaffordable are results that fall short of serving the best interests of the brand.

Well established marketing firms – those with a track record for success – are, among other things, “good shoppers,” with well developed relationships among – and first–hand knowledge of – marketing product and services vendors (the “subcontractors”). Understanding of “the whole” and an ability to select vendors that are the right fit make using a strategic–marketing consultant cost effective.

The next time you have a campaign or project in mind, consider calling in someone who has “earned their chops” in marketing. Initial consultations usually are cost–free, and can at least lead to a proposal that will start things off in the right direction, with plenty of foresight.



April 8, 2014

10 communication tips

Filed under: Marketing Quick-Tip — admin @ 12:36 pm

Communication is at the core of all of our relationships, both business and personal. As the year (and decade!) winds down, let’s take a look back at 10 defining moments in communication. You’ll recognize some because they made news. But I believe you’ll relate to all of these tips and lessons. 

1. Your attention is a hot commodity. Back in the dark ages of 1971, Nobel Prize winning economist Herbert Simon wrote: “What information consumes is rather obvious. It consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.”

Did Simon have a crystal ball? How did he know the attention tsunami was coming? In ’71, there was no Google, information superhighway, or text messages. Guard your time, attention, and mind carefully.

2. The word “I” doesn’t have to be self-serving and arrogantArt Petty, who runs a management and leadership consulting firm, says we can use the word “I” for empowerment, active listening, and accountability. “I am responsible for this outcome.” “Here’s what I understand about your opinion on this matter. Am I correct?” ”I could use your help.”

3. Understand the emotions of communication in marketing. Simon Sinek, author of Start with Why writes about “The Golden Circle” and how most companies and people try to sell their ideas based on their product or service. Then they talk about how it will work. But the most successful are those who are able to connect with the public on an intimate level. These folks begin at the center of the circle. That’s where the why resides.  The why creeps into the core of a lifestyle, emotion, and belief that people latch on to. The what and how come later.

4. Whoever has the message has the power. This is what social media has become in the past year. The news and the way we consume it have changed significantly because of technology and Twitter. The immediacy of real life can be broadcast around the world by someone with a flip cam or cell phone. An angry customer at the Hertz counter in Florida suddenly puts on his “news hat” and reports on shoddy customer service. You don’t need the media to capture the public’s attention.

5. Communication must be H.O.T. That’s honest, open, and two-way. That’s according to business writer and blogger Dan Oswald. He says the H.O.T. approach is an effective and powerful force. Amen, Dan.

6. Bullies suck. Criticizing, judging, and making people feel bad sends negative energy into the world. We have too much of that. Common sense and common courtesy in our communication—in person and online—is always appreciated. Snarky comments and dirty looks are included here. Remember, mean people have little mean people.

7. Rapport is critical in conflict and camaraderie.  In our ‘crazy busy world’, it’s essential to know how to connect and engage with all types of people and personalities. This  is especially true if you want to resolve a conflict and build consensus. Rapport is the bond that brings us together.

8. Authenticity is priceless.  Just ask executives at BP, Toyota, and Goldman Sachs.

9.  Influence comes in many different forms. It may be a quick Tweet, a blog post, a speech, or a handwritten note. Our words wield power. With social media and other technology, be aware that your influence (impact) can affect people in other countries. People you’ve never met and never will. Choose your words carefully.

10. Embrace a creative community.  Being an introvert won’t serve you well in our interactive, engaged world. This year I’ve learned to appreciate that life demands our participation. Force yourself to learn, watch successful people, and develop your own creativity and style. Meet one person at a time to build confidence. You must begin now or you will be left behind.

– With thanks to Susan Young


April 1, 2014

Are you getting media attention?

Filed under: Marketing Quick-Tip — admin @ 1:42 pm


To achieve the media attention, fame and target-market awareness you and your   business deserve

  .  .  . take advantage of Marketing Partners’ Authoritizing™ program.

  • ·        You don’t have to just sit back. Why let your competitors get all of the glory and recognition? Why not leverage your knowledge and excellent products and services?
  • ·        Why not gain the recognition that comes with being an authority in your field? Getting media-  and prospect-attention for your business is not a matter of chance. It is the result of an expertly conceived and effectively executed, continuous campaign.
  • ·        Is your marketing area local, regional or national? Whether you want to hit your local media outlets, the national trade press or leading business publications like Fortune, The Harvard Business Review, Wall Street Journal and Inc Magazine, the Authoritizing™ program can be tailored to the specific needs of you and your business. You can’t always get a full-page media story, but tangential mentions have an accrual affect and, thus, can also be extremely beneficial in keeping your prospects aware of your name.                                                                           
  • Suppose that when the media needed an expert source, they called you. Imagine if, when people thought of your field, yours was the name that popped into their minds? Think about the business potential, the lead generation, the referral pipeline, the speaking and talk show engagements. Being “the name” in your industry could push your business and professional experience to a whole new level.
  • More media attention and prospect-awareness mean more sales. So why should you care about getting more press attention? What will it really do for your bottom line? In 160 studies utilizing 10 million press clippings, it has been proven that a client’s share of positive media coverage correlates directly to sales. So, the better your press, the better your chance to reach your bottom-line business goals.
  • Positioning yourself is the key. Becoming known as the expert in your field, “the name” the media and your target audiences go to, can be very valuable. Whether you’re a politician or executive, a doctor or a Webmaster, a consultant or a merchant, you and your bottom line can be raised to a new level through the Authoritizing™ program.
  • Authortizing™ can make you a name brand. Does it bother you that even though you have expertise in your field, someone else seems to be getting all the headlines? Do you ever think to yourself, “I could have given that quote,” but you never had the chance because the journalist or show producer never called you? It’s not that you don’t have the expertise. You probably just aren’t positioning yourself effectively to get the attention you and your business deserve.
  • You are attention-worthy. Take advantage by becoming a valued, oft-quoted source of information; one easily brought to mind by your most-valued business prospects. Contact Allan Starr for details. 602-266-4121 or astarr@markpart.com