Don’t Chase the Extremes

My great aunt loves Mountain Dew. Let me clarify: my soon-to-be 100-year-old great aunt LOVES Mountain Dew. Do you remember that one commercial Mountain Dew had that really zeroed in on the 90+ crowd? Nope. You don’t. Why not? Because it never happened. Mountain Dew has their target demographic and they don’t chase the extremes….Read More→

Customer Service is Not a Selling Point

There are a few things that really drive me bonkers: people talking in movies, ordering a regular large coffee at Starbucks, decaf coffee, and businesses boasting about how great their customer service is. Just like decaf coffee isn’t really coffee, customer service isn’t really a marketing point for your business. Providing excellent customer service isn’t…Read More→

Need More Readable Content?

Writing content can be a bit of a laborious chore. For many readers, reading the content we write can also be a laborious chore. If you simply write paragraph after paragraph of content, odds are your site users aren’t going to eagerly read through it all. However, there are a couple of things you can…Read More→

Everyone Is In Sales

Whichever company someone works for, whatever position they hold: everyone works in sales. Whether directly or indirectly, the actions of any member of a company will lead to increased or decreased business transactions. No matter the role, from barista to a janitor, everyone is in sales. Let me give you a couple of examples of…Read More→

Benefits Make the Sale

When I meet with clients and we discuss what they want to include in their marketing about their product or service, they often start telling me about all the features of what they offer. It doesn’t really matter what the product or service is; the features normally aren’t all that marketable. What is marketable and…Read More→