Many authors expect people to read their books, fall in love with them, and immediately go buy 10 copies to give away to friends. Many non-profits expect people to fall in love with their cause, donate money, and immediately solicit 10 friends to contribute as well. Many businesses expect their customers to buy their products,
Simplify Selling with Try-Buy-Share
When promoting products online, such as books, curriculum, or any kind of widget, use this simple 1-2-3 approach: TRY-BUY-SHARE 1. Try Most people need to have their skepticism addressed before they decide to purchase. So, let them try before the buy. But, don’t skimp on the quality or amount of samples. For example, if you’re
Does Your Brand Offer a Promise?
A brand is a “marketing promise.” You are giving potential customers a promise that your organization or product will benefit them in a specific way. So, when you create a brand along with a tagline, you know you’re on the right track when there’s a positive promise implied. For example, notice the promises expressed in
Tell Your Marketing Story in a Sentence
As I consult with businesses, non-profits, and authors, one of the first ways I help improve their marketing is by asking them to write out value statements. A “value statement” is simply an individual sentence that describes a specific result that the customer can receive. The point of creating these statements is to use promotional
Market to the Low-Hanging Fruit
Have you ever visited an orchard to pick apples, oranges, or peaches? When standing underneath the tree, you quickly realize that you can only reach the low-hanging fruit. Getting the fruit up high takes a lot more work. So, you spend your time picking as many of the lower items as you can reach. In
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