Your customers are very smart; after all, they decide to do business with you. Thank the customer. Thank the customer with sincerity. Praise the customer. Congratulate the customer. But do so sincerely. If you aren’t sincere, the customer will sense cynicism, not sincerity. There are oodles of ways to say […]
Marketing
There is no better way to follow the cliché “Stay close to your customer,” than to be your customer. Experience doing business with your company as much as possible, the same way your customer does. Read your company’s product advertising and sales literature. Have a non-knowledgeable friend read the advertising. […]
Never use the personal pronouns “I”, “me”, “we”, “us”, or “our” in advertising, packaging, sales literature, or anywhere else in marketing communications. “We” is about the marketer. Customers do not care about the marketer; they care only about themselves. “We” is in the first person. The only person that is […]
Advertising messages must be grounded in the benefits of the product. The subject of the ad is the hero of the ad. Always put the name of the hero in the headline, or in a prominent subhead. Always put the brand name or company name or both where your customer […]
Business-to-business marketers, start-up companies, and even technology-based companies are realizing more and more what consumer packaged goods companies have known since 1900: Brand names are important; so important they are often a company’s most valuable intellectual asset. However, many companies do not have the resident brand name development expertise required […]
The single most important ingredient for a successful business is having a customer. A customer is more important than a business idea, the technology, financing, management, or anything else. Marketing superstars get and keep customers. Customers (people) buy to feel good, or to solve a problem. Customers value the solution […]
Certain companies consistently lead or dominate, their industries. They are feared by their competitors. Here are the reasons why they lead: Marketing, in all forms, in detail, is the driving culture of the company. Getting and keeping #1 or #2 market share in their selected niches is their most worthy […]
The great marketing companies in this world have much in common. They continue to succeed, to grow in revenues and profits, to adapt to change and opportunity, and to inordinately influence society and their industries. They have the highest rates of return on assets and equity in their industries. Following […]
Mills (a.k.a. factories, production plants) do not sell things; they make things. If no one buys what the mill makes, and no one sells what the mill makes, the mills stop making. A market is a customer or any number of customers that buy or borrow or rent or lease […]
Becoming an expert in one’s primary field is often the spring board for further developmental opportunities. There are a number of ways in which individuals can become experts in their field. These include: Enrolling on formalized education and training programs, watching others, asking questions, and teaching others. Attending pertinent education […]
