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