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IBM spent three solid months teaching us young, starry-eyed recruits feature, function, benefit selling waaaay back in 1976. It was leading edge then. But so were a lot of things you wouldn’t be caught dead doing now (Streaking anyone? The first Rocky movie? Starsky & Hutch???).
The real joke with FFB selling: it was old when [...]
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Remember the first sentence in the book Good to Great? “Good is the enemy of great.” The idea was you had to push past good to get to great; getting past the old “if it ain’t broke. . .don’t fix it. . .”
In today’s economy it might be said this way: convenience is the enemy [...]
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As a marketing consultant I spend about half my time generating new ideas and half implementing. New ideas can be tricky. Brainstorming works great, especially when you have the right poeple in the room. But that can take time to schedule, especially if you’re a small business owner. The other choice, tapping into your own brilliance, [...]
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Advertising - Effective Marketing - Marketing Consultant - Small Business Marketing Consultant
// A NON-AD is something that doesn’t feel like an ad. It informs. It has value.
It becomes an ad when it causes action.
You know what I’m talking about. A white paper. A report. A guide. An article reprint. Something you can do for prospective customers that [...]
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Advertising - Effective Marketing - Marketing Consultant - Small Business Marketing Consultant
// AN AD isn’t an ad when it doesn’t create action.
Lots of those around, aren’t there.
There are lots of reasons why an ad isn’t an ad and talking about them can help you avoid them. So let’s go:
It’s not in front of enough of the right [...]
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