marketing

By taylor on Jul 20, 2012 in Blog, business, marketing | 2 comments

I’m reading the Power of Unpopular by Erika Napoletano. In it, she argues that when owning a business, being popular isn’t effective. In fact it makes harder to develop a successful business. She’s absolutely right. As any successful small business owner will tell you, they all have very specific, niche target audiences in mind for their...

By taylor on Jul 19, 2012 in Blog, business, marketing | 0 comments

In The Power of Unpopular and How to Make Millions with your Ideas, the authors both cite 5 musts that deal with marketing. Erika identifies them as personality, approachability, shareability, scalability, and profitability, while Dan cites them as predictive, provocative, public, personality, and persistence. They only have term in common, but nonetheless what...

By taylor on Jul 5, 2012 in business, marketing | 2 comments

In a class, I took on marketing, the teacher opined that a business shouldn’t compete on price, because what people focused on wasn’t the price, but other factors including the actual product/service, customer sensitivity, customer convenience, service, place, and promotion. It was an interesting point that he made, but I found that I didn’t agree...

By taylor on Jul 3, 2012 in Blog, marketing | 0 comments

Sometimes when I talk with other business owners, I get the impression that their marketing focus is on their website. They mistake the website, which is a marketing tool, for the entirety of their marketing strategy. They become obsessed with landing pages, links to social media, and email newsletters, and put all of their attention on their websites, endlessly...

By taylor on Jun 28, 2012 in Blog, business, marketing | 0 comments

Positioning is one of those marketing concepts that is poorly understood and executed, yet when it is well executed it can make a lasting impression. Positioning is a physical, emotional, and intellectual approach to branding, whether its branding your business or branding a service or product you are putting out there. Positioning is a statement about the...

By taylor on Jun 19, 2012 in Blog, business, marketing | 5 comments

The other day a client made the observation that teaching free classes wasn’t going to allow her to connect with her audience. It would allow her to connect with a DIY audience that wouldn’t spend money on her services, but would try and do everything for themselves. “They aren’t my target audience,” she told me. She’s got a...