Are you getting good results from your direct response, Web content and social media campaigns? Are you writing case studies and white papers that get passed around the web? If you are, stop here and read no further. Those campaigns are paying for themselves, and you don’t need my services. If you’re like most businesses, however, you’re somewhere in the…read more →
Sometimes I write this blog on a laptop in a courtyard near a Pilates studio. The studio has a benefit pitch written on the window. It’s a quote from Joseph H. Pilates himself: “In 10 sessions you feel better…. In 20 sessions you look better…. In 30 sessions you’ll have a whole new body.” How about that! A promise, a…read more →
Be careful when changing the left digit. Example: a service business found no price resistance raising price five dollars from $40 to $45.
What are you doing to ensure that your marketing messages are working back from the emotion to the product? Do you have processes in place to ensure that your clients or customers are thinking closely about these kinds of drivers? . . whether they’re experiential drivers, lifestyle positioning, or product add-ons for specific causes, charities, or events.
If you’re dropping the ball here, you could be losing lots of cash due to missed opportunities for upselling, add-ons, new leads and referrals.
t’s a bad idea to build pages for nuances in the search engine algorithms anyway, as hundreds of signals exist and they’re changing all the time
Do you research high-end products thoroughly before you purchase? Does it take lots of pressure to get you to move from one trusted brand or consumer product to another?
Never before have we been subjected to some much information and marketing on food packages. Heck, even vegetables are now packaged in plastic and cardboard that are oozing with subtle and not so subtle messages.
The thing that *really* gets me. . in a recession. . is this. People go by the hoards to a place where the finest marketing minds in the world (from the most talented ad agencies known to man) are working their magic. Everything from the display windows and signage, to the cashier talk and uniforms, to the music and temperature, to the promos and tagging… is designed by the best of the best.
Your marketing documents should act as natural extensions of your sales efforts. They need to be good enough to pay for themselves by consistently generating leads, appointments and closed business.
“Phil – part of your talent lies in your ability to work with a host of personalities and corporate cultures..not an easy thing to do. Global Crossing looks forward to continuing our relationship with you. The only way you could get a “10″ on Response Time would be to become a full-time Global Crossing employee – which doesn’t’ appear to be in the cards. I put a 9 down only to manage my own expectations that I may need to wait a few days for you to be available…. 
”
Michelle Soltesz
Senior Marketing Communications Manager
Global Crossing
