Alan’s Monday Morning Memo – 08/22/11

August 22, 2011—Issue #101

This week’s focus point: Increasing revenue is a questionable goal, unless it’s accompanied by reducing costs of acquisition and reduced labor intensity. The ideal solution is to attract buyers to you through brand recognition, word-of-mouth, strong intellectual property, and low-barrier-to-entry access. That means a home page full of value, not promotion; speaking and publishing and not cold calls; and spontaneous referral business because you are an object of interest to others. If your marketing plan isn’t creating and sustaining these traits and results, then it’s the wrong plan.

Monday Morning Perspective: The world will go on somehow, and more crises will follow. It will go on best, however, if among us there are men who have stood apart, who refused to be anxious or too much concerned, who were cool and inquiring, and had their eyes on a longer past and a longer future. — c. 1930, Walter Lippmann, syndicated columnist and twice Pulitzer Prize Winner

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© Alan Weiss 2011. All rights reserved

I remember a meeting with a boutique consulting firm that had fallen on hard times. The debate was whether or not to sell their magnificent conference table. “Where would clients sit?” asked one partner. “We have no clients,” stated the advocate of selling. You can’t cut your way to renewal or success. Top line growth is the key to bottom line achievement, for you and for your clients. Today is the time to invest in the future. Once you cut muscle, you’re powerless.

One thought on “Alan’s Monday Morning Memo – 08/22/11

  1. In one of your books on branding, you acknowledge Mr. Darcy. Talk about a great, great guy. Knew he was at Georgetown for a bit, but not Prudential back in the day. World-Class human being. I’d say more but don’t want to give away his address.

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