The Audience Matters
I’m still the new kid at Roundpeg. So while Jay and Taylor know most of Lorraine’s stories by heart, it’s all new to me. So as I was watching Lorraine’s new video, I was expecting the moral to be something very different from “stop and listen to the music.” While that’s a great message, I took away a more business-focused moral: even if you have the best product in the world, if you’re selling it in the wrong place no one’s going to buy it. Watching the immensely talented Joshua Bell passed by again and again by subway commuters is...
read moreDon’t Build a Camel
Someone once told me a camel was simply a horse designed by a committee. Everyone had input into the process and the result was an unattractive, surly creature that spits and bites. Built to meet specifications, the flat feet work well on the sand. Fuel efficient, it is able to store large amounts of food and water as it traverses the desert, but lets face it, a camel is not very comfortable to ride. So what does this have to do with small business? The lesson is simple, when you try to please everyone, you water down the offering so everyone is satisfied, and but no one...
read moreIs Your Website Talking to the Right People?
Yesterday, I wrote a blog post about the questions you should answer for yourself as you create a new website for your small business. Interestingly, Chris Brogan published a post the same day, with his own list of questions. In his list, Chris focused exclusively on the questions your target customer should ask about your site. Who do you want me to be? How will I know that I belong? What do you want to show/tell me? What do you want me to do? How will we keep this relationship going? How shall I talk of you to my friends? He suggests the answers to these questions guide your...
read moreWhat do Journalists and Marketers Have in Common?
What do journalists and marketing pros have in common? Questions!! Both groups of professsionals begin their process with some simple questions. Here is a quick list of the seven questions you should ask as you work on your marketing plan! Who –Who is your ideal client? – Age, income, type of business What – What is your customer’s problem. What keeps them up at night? How –How will your products or services solve the problem your client faces? Where – Where is your ideal client? This also applies to where they look for information and new products...
read moreMarketing, Media and Message
In the last year I have written several hundred posts about marketing, with a real emphasis on strategy. Why? Because I believe effective marketing is not just a slick campaign, but a well thought out strategy which brings together the 3M’s Market Message Media For marketing to be effective these three elements must be in alignment. Market: No matter how big you are, you can not afford try to sell to everyone. And even if you did have a large enough budget, the reality is some people are more likely then others to buy your product. So begin by focusing on a segment of the...
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