Category: Uncategorized
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When marketing things go ‘bump’ in the night
I suspect that the vast majority of people haven’t thought much (if at all) about what they would do if they heard glass break downstairs at 3 am. (As a non-marketing side note, I think police are a good thing. But they are minutes away when seconds count. Let that sink in…) Anywho, I also…
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Why No One Cares About Your Plumbing Brand’s Craftsmanship
As a leader or a marketer, we get hyped up about our own products and services before they have even sold. We see most of the work that goes into them. We see them as a little fledging idea in the cranny of some wild-eyed engineer’s brain. And we see them grow into a CAD…
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Why it’s not all about the cash register
In a recent post, “What a phantom book publisher told me,” I walked how we should think about guiding customers through a book buying situation. It starts with the front cover which leads them to the back cover which leads them to the cash register. Front cover… Back cover… Cash register… And while that is…
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What a phantom book publisher told me
I was visited by a ghoulish apparition last night. The ghost of book publishing present. Unlike his close cousin, the ghost of Christmas past, this translucent figure spake unto me… “Scrooge, you are doing all this wrong. Why do you hold back Sales from Tiny Tim, your business bank account?” “What do you mean?” I…
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How to Make a Book’s Price Irrelevant to Your Customers
One big turnoff to book customers in the Christian and Reformed market is price. Many may find it difficult to purchase a book for more than their average used book store price. And they have good reasons: I have bunches of other books I haven’t read yet I can get another book cheaper at the…
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Why Your Brand Shouldn’t Be Your Sales Message
Too often, businesses owners may fall into the trap of building their brand instead of selling their product. Here is what I mean: If you are spending time and money on advertising to build up your reputation and awareness in the community, you’ll build up reputation and awareness faster by delivering a quality product—even better…
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Whiskey Bottles, Girl Scouts, and Your Marketing
When I was younger I worked at a historic souvenir store in a tourist town. One day in the damp basement, we called the Dungeon, I found a couple boxes of old, dust-ridden whiskey bottles. Some of these bottles dated back into the early 1900s. As it turned out, those bottles came to be in…