Feelings of sci-fi peril aside, the capabilities of programs like ChatGPT are remarkable. I’ve tried it, and I can’t say that I would be able to easily tell the difference between a passage written by the program or by a person.
It’s not Small Business Operations Versus Marketing. It’s Both
Small business owners like us commonly fall into a trap of our own making. We are truly excellent at operating our companies and keeping our existing customers happy. That is nothing to be ashamed of. We are proud of the job we do and how efficiently we can do it. It does come with one... Continue Reading →
An Ode to Writing in Courier
The benefit gained through truly finishing your words—and the multiple rounds of editing and revision required to achieve this gleaming shine—may be noticed by not only the writer but appreciated by the intended audience.
Where’s the Beef? It’s not Just in the Tag Line. It’s in the Campaign
Some of the greatest marketing slogans of the last 70 years have stuck with us, despite the fact that they haven’t been seen or heard in many decades. If you’re old enough, you’ll remember the following: Clara Peller, asking in a Wendy’s commercial from 1984, “Where’s the Beef?” And no, this is not an ad... Continue Reading →
How Do You Market in Such a Strange, Strangled Business Climate?
During the COVID-19 pandemic, many different types of businesses took a hard look at their own viability. Not surprisingly, this meant cutting staff and “nonessential activities,” such as marketing. But marketing is still essential to survive these pandemic times.
The Time Is Now to Plan Your Marketing for the Year
January is the ideal time to create (or reexamine) your small-business marketing strategy.
An Educated Consumer Is Your Best Customer
, very few of us can claim to be experts in purchasing new central air conditioning systems. If a company’s website includes good information on problems to avoid in choosing a new or replacement system, that’s worthwhile education. I appreciate informational tools that help me understand what size system best fits my home as well. And it keeps me on this one website longer. Importantly, if they are a local company, I’m almost certain to invite them to my home for an estimate.
New educational web pages and informative blogs fulfill two of my requirements for a service- or consulting-oriented website: (1) providing actual assistance to the visitor and (2) boosting its visibility on web search engines.
A Simple Road to New Marketing Copy
Taking the first step to developing new marketing materials can be daunting, but it need not be. Here is one tried-and-true approach that works in almost any setting
Making the Right Impression
In digital or advertising, the most important metric is the number of impressions your ad receives. The number of eyes viewing your content will always be important, but just as critical is what those eyeballs will see once they click through? What is the impression left by your marketing program? This leads us to at... Continue Reading →
Lessons of the Lowly Press Release
Consider the lowly press release. Time tested certainly, but sexy? Few would say so. But it is still around today, used everywhere—in newspapers, on the Web, on social media, printed for viewing at live events.
Marketing Efforts: No Need to Run, Walking Is Just Fine
Have you ever jogged in 90-degree weather? It’s sweaty, laborious‑not a joyous experience, and even hazardous. That’s how many small businesses feel about taking time out of their extremely busy day to market themselves.