(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) Are you targeting the relational or transactional customer with your marketing message? Generally speaking, your customer will fall into one of two camps: relational or transactional. And you must decide which of the two you [...] Read more »
Strategic Questions #6 & 7: What is the felt need of your customer that you are willing and able to meet?
(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What is the felt need of your customer that you are willing and able to meet? Persuasive communication demands relevancy. Which means your marketing message must communicate an idea, feeling or outcome that the customer [...] Read more »
Strategic Question #5: What are your limiting factors?
(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What are your company’s limiting factors? What’s holding your business back? What are the distractions and limitations preventing you from reaching your goals? Okay, this one’s pretty straightforward. But that doesn’t mean thinking this through [...] Read more »
How Observing The Law of Polarity Can Attract an Army of Loyal Customers to Your Door
Bland and colorless marketing is the result of trying to be all things to all people. And far too many ads are written NOT to offend, rather than persuade. But, as I’ve said before, persuasion is the goal of marketing. And convincing your customer to take action often requires that you choose a segment of [...] Read more »
Strategic Question #3: What Are Your Company’s Core Values?
(This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer.) What Are Your Company’s Core Values? Every successful brand is built upon a backbone of core values; those principles that you stand for, and oppose. And I’ll bet dollars to donuts that your business is [...] Read more »
$H*! Or Get Off The Pot!
My dad hates when you beat around the bush, and he’s easily frustrated by indecision. When a moment of fuzziness arises, he’ll tell you to, “$H*! or get off the pot!” Yes, it’s a bit crude, I know. But dad’s message snaps you out of your funk, and springs you into action. And I’m often [...] Read more »
Strategic Question 1 & 2: How And When Will You Measure Success?
This post is a continuation of our detailed look into the 13 strategic marketing questions that every marketer must answer. What are you trying to make happen? How will you measure success? Until you’ve determined how you plan to measure success, you will be unable to know if you’ve achieved it. For that reason, outlining [...] Read more »
13 Questions to Answer Before Advertising
I get all jazzed up just thinking about marketing strategy. No doubt about it. In fact, there’s no better way to kick-start my workday than to craft a strategy for a new client. But I suspect that most small business owners don’t share my strategy addiction. Rather, they prefer to focus on advertising tactics. Here’s [...] Read more »
Do You Own The Edge?
You are guided by a nervous system that is programmed to avoid risk and the pain of loss. And what you stand to lose or gain from your available choices impacts every decision you make. Emotion is the driving force used by your nervous system to influence your decisions. Feelings of fear and trepidation are [...] Read more »
Tom is in high demand as a 
