Signs of A Winner

The primary elections were over Tuesday night here and on Wednesday and beyond all those people who had campaign signs on their lawns and in their windows for the winners will keep them there, and the same after the general election in November. Those with the losers’ signs will dispose of them quickly. (There are still people riding around with bumper stickers proclaiming “I voted for Hillary” and I think they should be forced to take another driver’s test.) People …


Work and Play

I’ve encouraged people to use their personal hobbies and passions in their work. For example, if you play an instrument, use the metaphors in your web presence and collateral: “harmony, off-key, pitch perfect,” etc. If you’re a tennis player, there are “smashes and lobs, close to the net, working the baseline” (or so I’m told!). I’ve just posted scores of pictures from our safari here and elsewhere on social media and the response has been fantastic. Become on object of …


Getting Attention

I’ll be working at my desk and the dogs come in demanding to be petted. The puppy stands up and claws at my arm, and Bentley simply pushes my chair around until I rub his back. Your customers and prospects aren’t responding to you? They’re busy with their own work? Maybe you should start nudging them. You need to get their attention with unique value, relevant insights, important advice, fascinating predictions. Clawing and pushing might work, also.


May I Ask You A Question?

Conceptual breakthrough department: • If you want to know what your ideal buyers read…. • If you want to know what your ideal buyers attend…. • If you want to know to whom your ideal buyers listen…. • If you want to know to which associations your ideal buyers belong…. Ask them.  


Reach

I define “reach” as the number of names on your mailing lists which are those of ideal buyers. This is the marketing business. There are a lot of great ideas that have gone nowhere because no one has heard them. There are a lot of mediocre ideas that have gained traction because the originator had “reach.” Followers on Twitter, friends on Facebook, links on Linkedin are often irrelevant, because they’re not ideal buyers (or usually, any kind of buyer, especially …


The Free Stuff Has to Be As High Quality As the Expensive Stuff

If you’re going to offer a “trial subscription,” shouldn’t you overwhelm prospective buyers with help and all the bells and whistles so that you’re irresistible? I just tried something called SmartDraw on a recommendation and it’s non-intuitive, instruction-lacking, and what I created and saved to my desktop won’t reopen. As appealing as all that is (!), I’m not sending them my money and I’m abandoning the “trial,” since I’ve found them guilty of customer indifference and sentence them to no …


As Long As You’re In Town…

Find a convention or conference that attracts your ideal buyers. Invite those people most appropriate to a breakfast, or drinks, or an informal dinner. Don’t associate it with the conference, since that often irritates organizers. Don’t use a conference site meeting room.  Use a nearby hotel or book your own large suite. The idea is, “While you’re in town, would you like to get together informally with a dozen of your peers, exchange ideas, and hear about the latest best …


How to Make Two Million Bucks

If you see one true buyer a week (50 annually), and convert half of them (25) to clients, and your average project fee is $50,000, that’s an annual income of $1.25 million. And if you are successful doing that the next year, but also expand the original 25 with another $20,000 in business, that’s $1.75 million ($1.25 million plus $500,000). And if you reach back to 25 older clients and do just $10,000 ($250,000), that’s a two million dollar year. …