Posts Tagged 'value proposition'

Your business card is not an ad

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Work boots are like soccer shoes in the sense that they both provide a protective covering for your feet. But if you play soccer or work in a steel plant, they are anything but interchangeable.

Your marketing materials are purpose built in the same way. A brochure isn’t interchangeable with a frequent buyer’s card any more than work boots are interchangeable with soccer cleats.

People who run their own small businesses are hard-working and busy. They typically seek to leverage time and ...

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Make sure value-added really adds value

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Value-added is the currency of the new economy. The idea is this: You do business by giving people what they pay for, but you gain and retain customers by adding a little something extra on top.

When the Eat ‘n Park restaurant chain gives each child a free Smiley cookie after dinner, that’s value-added. When UPS and FedEx provide tracking numbers so you can follow the progress of your package, that’s ...

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Wants vs. needs? You’re selling both

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Seth Godin, one of the best marketing bloggers I follow, says wants and needs are often confused. He writes:

That pays off for any marketer that has persuaded his market that they need what he sells. It backfires when those ‘needs’ are seen for what they actually are–luxuries.

I agree with Godin in both his point and his brevity. But in being admirably concise, he omits a noteworthy nuance. People are more eager to buy things they want than things they need. They’ll ...

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First things first: What game are you playing?

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billiards_James Barker_freedigitalphotosStrategy before execution. This should be simple.

But it’s human nature to jump right into doing stuff before sweating out the big questions.

For example, a couple prospective clients have put off small, closed-ended projects that I proposed to help them align operating strategy and marketing. This in turn would  help them answer such daunting digital communications questions as how to deal with social media, ...

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The time has passed for revenue-enhancing digital products

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A small B2B media company contacted me to talk about enhancing revenue by adding some new digital products to its portfolio. The company already offers a digital edition, business directory, email newsletters, web-seminars and a number of other digital B2B staples. Non-monetized but just as important, it has a reasonable Twitter following, a large group on LinkedIn and a Facebook page that is basically just a placeholder.

I’m sure there are more products the company could implement. It doesn’t have any ...

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So much to do that nothing gets done

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Many small business owners are not marketers. They’ll tell you as much.

People start their own business in order to do what they love and do well. Marketing becomes a necessary evil.

For many, writing is a chore. Or databases are a mystery. Or blogging takes too much time. Social media creates an uncomfortable blend between business and personal. Networking is superficial. Advertising is too expensive and doesn’t work quickly. Public relations is a crapshoot.

It’s altogether too time-consuming, too hard, too expensive. ...

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Buy good equipment; take good care of it

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Call this Rule #1 for life. Maybe it’s not the most important rule; it’s not the Golden Rule or even the Rule of 72.

Let’s call it the Hard Goods Rule: Buy good equipment and take good care of it.

Nothing provides better affirmation and aids in a better outloook than moving through the details of the day with equipment that works easily, well and with the rarest of failure.

If you need to buy a printer for your ...

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Who’s really behind Steven Slater’s spectacular resignation from Jet Blue?

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Once you get past the viral thrill of rehashing Steven Slater’s “bailout” from a career as a flight attendant that he could no longer stand to hold, the debate – to the degree that any debate is required at all – quickly gets to the question of who was more wrong?

Was it Slater, who cursed at his passengers, deployed the emergency slide on the Jet Blue plane to which ...

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Content: made simple

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In a longer interview on consumer media by iMediaConnection.com, Professor Henry Jenkins from USC’s Annenberg School for Communications & Journalism offers this breathtakingly simple explanation of the role of content – and a fair warning to those who would exploit it with hands of ham:

“… In a world with many media choices, consumers are actively selecting what content is meaningful to them and circulating it consciously to people they think may be interested. ...

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More magazines going mobile

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esquire-iphoneAccording to MediaBuyerPlanner.com, Esquire (Hearst) and GQ (Conde Nast) magazines are now being offered in an iPhone edition. You can download them for $2.99 per issue.

This small step forward isn’t going to offset revenue losses from advertsing. Nor is it going to revolutionize the way people read magazines.

But it may evolutionize the way we read magazines and newspapers. It’s a small step but a great step.

GQ and Esquire are ...

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