Stop it already with the bad marketing! Part 3: Email

December 29th, 2014

149-bad-email-ettiqueteSo far, in this series about the bad marketing taking place in our industry, we’ve discussed websites and advertising and made numerous suggestions on some things you can do to enhance the effectiveness of those marketing tactics for your firm.

This week, we’ll take a look at EMAIL MARKETING.

By all accounts, email is still the #1 marketing tactic used by B2B businesses today. Done right, it can help you achieve four very important goals:

  • Nurture sales leads
  • Maintain top-of-mind awareness among your existing clients
  • Position your firm in the markets your serve
  • Inform and educate your readers

Sadly, far too many firms are doing their email marketing badly, which keeps them from achieving those goals…

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Stop it already with the bad marketing! Part 2: Advertising

December 17th, 2014

boredLast week, we started a series discussing how to address much of the bad marketing taking place in our industry… horrible websites, rarely used social media sites, far-too-salesy e-newsletters, boring exhibits and so on.

This week, we’ll take a look at ADVERTISING.

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Stop it already with the bad marketing! Part 1: Websites

December 9th, 2014

do not do this adviceThis is the first in a multi-part series where we’ll discuss much of the bad marketing & sales we see throughout our industry (sadly, it’s in many other industries, too) – and what you can do about it.

Don’t believe me? Just look around. And while I’ve been involved in marketing & sales for most of my 30+ year career, it doesn’t take an expert to see all of the lousy marketing happening around us…

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Forget the mission statement… create a ‘covenant.’

December 2nd, 2014

Lexus_LogoI took my wife’s car to the dealership last week for a little service. It was my first time at a Lexus dealership. Very nice… professional and friendly service staff with a very comfortable waiting area (serving Starbucks coffee and cinnamon rolls!).

But what really impressed me was the large acrylic display containing the words to the Lexus Covenant. What struck me was the directness and simplicity of it…

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