From the category archives:

Business Development

Why ‘Everybody’ is Not Your Ideal Customer

by Deidre Rienzo March 1, 2010 Audience

I tried to drag Uncle Jim to see The Lion King on Broadway. He wasn’t interested. He threw his beer can at me and said he’d rather watch the game. My brother hates sushi. He says he’d rather eat worms. My mom loves to cook. My dad can’t even locate the kitchen. My point? People [...]

Tagged as: marketing strategy

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Why Old Content Won’t Land New Customers

by Deidre Rienzo February 17, 2010 Business Development

My green miniskirt worked for me for when I was 25. I looked hot. Not so much anymore. It’s too tight. Too short. And far too inappropriate to wear at 30. Admit it. We all know those people who are still wearing clothes that worked for them five years ago. Big mistake. Why make the [...]

Tagged as: web content

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Benefits of Multi-Channel Marketing

by Travis Heermann January 21, 2010 Business Development

Multi-channel marketing uses a variety of avenues to expose potential customers to your business’s marketing message. Direct mail, advertising, catalogs, telephone sales, retail outlets, websites, email, and more recently social media networks are all ways to reach customers, both new and returning. This has come to be known as “bricks, clicks, and flips,” with reference [...]

Tagged as: channel marketing, Marketing, mcm

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How and When to Write a White Paper

by Travis Heermann January 14, 2010 Business Development

A white paper is an effective marketing tool most often used for B2B communication, especially in the IT industry, although their use has spread to nearly all business sectors. How effective are they? According to TechTarget 2009 Media Consumption Report, 90% of survey respondents stated that white papers were effective tools in buyers’ decision-making processes. [...]

Tagged as: White Papers, writing tips

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This One’s for the Girls

by Mistina Picciano November 17, 2009 Books

Michael Michalowicz, author of The Toilet Paper Entrepreneur (a super-fun, uber-practical book on business strategy), devotes today’s TPE blog entry to required reading for female entrepreneurs. My personal favorite is The E-Myth Revisited by Michael Gerber, as evidenced by tip #8. Fabulous for entrepreneurs of both genders, this book lays out the entrepreneurial myth—the notion [...]

Tagged as: books, business books, strategy

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What Every Business Owner Should Know About Marketing

by Travis Heermann September 22, 2009 Business Development

Marketing can be boiled down to a few simple ideas–but they are ideas that can be difficult to implement. Absorbing these ideas–implementing them on a consistent basis–will put you head and shoulders above your competition.

Tagged as: Marketing, planning, sales

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5 Things You Should Never Do When Writing a Sales Letter

by Travis Heermann September 11, 2009 Business Development

Even in the Age of the Internet, the workhorse of direct marketing is still the sales letter. It’s a tried and true formula, and it still works quite well. Entrepreneurs and small businesses often try their hands at writing sales letters because they don’t have the budget to hire a direct marketing firm or even [...]

Tagged as: sales, Writing

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Do you have a winning team in place?

by Mistina Picciano August 24, 2009 Business Development

In his super-useful Toilet Paper Entrepreneur blog, Mike Michalowicz (author of, what else?, The Toilet Paper Entrepreneur) explores why female entrepreneurs are starting to lead the entrepreneurial charge. MIW president Mistina Picciano weighs in with Tip #34: Cooperation/Teambuilding. Women are more likely than men to seek help. (What percentage of men read instruction manuals or [...]

Tagged as: entrepreneurs, team building

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New Sales Strategy: Show Up

by David Sattler June 23, 2009 Business Development

Today we interviewed a new client who has devised a fiendishly simple, yet remarkably effective, sales strategy: he shows up. More specifically, he gives an underserved niche in his industry — a very large niche — the time of day. In return, they give him large checks. “Eighty percent of success,” as Woody Allen famously [...]

Tagged as: relationships, sales

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7 Marketing Questions to Survive a Down Economy

by Travis Heermann April 23, 2009 Business Development

With businesses everywhere scrambling to maintain their customer base, some basics can occasionally be forgotten amidst panic and uncertainty. So let’s get back to basics. Some studies estimate that the typical American is subjected to more than 30,000 marketing hits a year, or more than 80 hits a day. Depending on where one lives, that [...]

Tagged as: messaging

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