Personas – Like building Mr. Potato Head

The process of analyzing & building customer personas is not too much different from the process of selecting & placing body parts while creating your newest version of Mr. Potato Head. You must identify each persona, then build it out by figuring out what “parts” make each one unique. Of course, there will be aspects […]

Truth in advertising?

Ever watch a TV commercial for a restaurant and see examples of food that you know they’ll never serve? Of course you have. It’s particularly common among national fast food restaurants. At this point, do you have any expectation that the food in the ad will even remotely resemble what you’ll receive if you eat […]

Newspaper ad revenue vs Facebook ad revenue

This graph comparing Facebook ad revenue vs newspaper ad revenue¬†appeared over the Thanksgiving weekend. As a small business owner, here are a few things to factor into your reaction to this data: 1) Graphs like this can be misleading when there is one media (Facebook) in serious growth mode vs. an entire market. We’re talking […]

Get one new client a day, week, month

It’s not unusual to talk to business owners who want to double their business, even if the discussion is a bit unfocused at first. It’s far more unusual to find someone who wants grow their business by 1000%, IE: 10 times its current size. Some have said that growing a business by 10 times is […]

Customer relationships – Do yours mature and adapt?

One of the things that separates people from most machines and systems is their ability to adapt their interactions as the relationship matures. A tough-as-nails 61 year old grandfather who supervises workers on an oil rig in North Dakota’s Bakken adapts his communication to the recipient when training a new guy to stay alive on […]

Prevent lost customers with these five words

Small businesses are always interested in getting more new customers, but sometimes forget that keeping existing customers is less expensive than the cost of replacing them. While products, services and customer support are critical to the health of your business, it’s critical to maintain a strong connection with your customers through properly timed communications. Tending […]

Win on low price, lose on low price

Do you depend on having the best price to win business? If so, are you sure that’s really how you want people to choose your company? I ask that because if you cut your price 10%, that 10% comes out of your profit margin. Perhaps obvious, but not always something folks pay attention to – […]

They really aren’t very good at marketing

One of the most common marketing mistakes I see is focusing solely on new clients and doing so in a way that annoys everyone else who has (or had) a relationship with your business. This quote from Facebook (above) about a New England newspaper’s Groupon deal is but one example. The process The process goes […]

Omaha! Omaha! Omaha!” – Who knows, but it can’t hurt”

Any number of claims will be made about this weekend’s Bronco victory in the AFC Championship game, but one stands out above the rest. “Sponsorship evaluation firm Front Row Analytics said the city of Omaha got its money worth with each verbal mention of Omaha worth the equivalent of $150,000 in advertising.” This claim, from […]

Sarcasm, humor and a great dog: Do they sell anything?

While I have and will continue to remind you about the need for ads that don’t actually help move a prospect (or existing customer) closer to buying (or buying again), this one is hits home on many levels with Guinness’ customers. It makes fun of typical male weaknesses, while making us love the working dog. […]