When it comes to marketing to multiple niches, I have two words of advice: 1. Go ahead! There's nothing wrong with targeting multiple niches. BUT... 2. Pick one and become a leader in it, then move on to the second one. If you try to go after too many niches (target audiences) at the same time, you will wear yourself out. It's exhausting and …
Why Marketing Fails #3: No Follow-Up
There are some people in the world who love the challenge of "cold calling" -- that is to say, you enjoy calling people who you have never met, have never had any contact via email or phone, and asking them whether they need your product or service. But what about those people who contact you and ask about your products and services? They're …
We Won’t Eat What We Don’t Understand
Aly and I had lunch with my Mom and Dad at a trendy fusion restaurant with a highly creative menu. While we were happily trying Turkey Wraps with Butternut Squash inside, what did my Dad have? A steak sandwich and a Coke. "Dad," I said, "Why not try something new?" My Mom chimed in: "Because we won't eat what we don't understand." I cracked up …
Step Into Your Leadership Potential
Whatever your business model, whatever your industry, your clients are crying out for your leadership. They want you to bring a community of like-minded people together to share creative ideas and solutions. They want to hear what you have to say on the subjects which are most important to them. They don't want to be brainwashed or …
On Being YOU in Business
One of my clients, George, asked me whether his marketing is "professional enough." He was worried that his text was "too personal" and didn't make his company look like a large company. George is a very funny, likable, insightful person. His email newsletter is extraordinarily humorous and real. He's always telling stories about himself and his …
Hand-Milked by Amish Farmers
A few years ago in the grocery store, I had an epiphany of the effectiveness of marketing message and marketing differentiation. How can you stand out in a crowded marketplace? My husband loves cheese -- specifically cheddar cheese. He swoons over the decision about which cheese to purchase. He'll stand in front of the display of cheeses in the …