Marketing

b2b purchasing trends contracting manufacturing distribution electrical

3 Ways to Respond to Changing Expectations of B2B Buyers

By Sonia Coleman This is a summary of an article that originally appeared in the Tech 360 Briefing published by IDEA entitled, “What’s Driving Purchasing Changes?” Disruption is occurring in many established industries…and the wholesale industry is feeling the heat from the Amazon effect. For IDEA’s Tech 360 Briefing, I spoke with people from all sides…

How a Bad Review Can Be Good for Your Business

Bad reviews! Ugh. The Internet. That’s how most business owners respond when a bad review lights up their computer screen. I deal with bad reviews from both sides. As a business and marketing consultant, I help my clients build their reputation and grow their social proof online (and that usually includes reviews). One of the…

On the Path of Discovery

3 Ways to Boost Your Marketing Awesomeness You want your business or organization to be top-of-mind, make an impact, be successful and grow. You know that better marketing is the key to take it to the next level, but aren’t sure how to go about it or who to turn to. Discovery is the first,…
Hevetica perfume

When You Need More Helvetica

This—Helvetica Perfume—shouldn’t surprise me that Helvetica could become a perfume when we see it in every other facet of our lives. This is almost as good as when I generated a promotional piece from a client that requested I use the typeface, “Hel-teef-a.” This is one gag gift item that I had to share as…

Email, Organic Search Outperforms Social Media for Selling Online

A fascinating article on Wired revealed that organic search results and email trumped Twitter, Facebook and affiliate banner ads when it comes to attracting buying customers on online retail sites. The report, published by marketing data provider Custora, analyzed data from 72 million customers shopping on 86 different retail sites. The study tracked customers from their…

Is Technology Enabling Musical Artists to Change the Game by Going Direct?

It will be interesting to see how musicians attempt to re-invent the industry and try to cut out the middle men with the major labels that usually have all the control. $15 will get you the MP3s and $15,000 will get them to visit your home. If anyone has an extra $15k for some great entertainment,…

Fewer Options Equal More Sales

As Costco fans, we watched a recent documentary by CNBC called, The Costco Craze. It was interesting to see the reporter delve into all the reasons that Cosco is so successful with a loyal following. The show focused on a few major points: low prices fostering a sense of discovery with unexpected, frequently changing items…

Are You Making Sales Presentations in Your Underwear?

Since I’ve been working with my husband’s web development company for the past two years, I’ve met with many clients as they develop marketing plans and consider website improvements. Interestingly enough, it seems that many companies have it backwards… they put more emphasis on the tangible print or sales presentations and less emphasis on their…

Donald Trump Invited Me?

We got a special invitation from Donald Trump the other day. It had gold ink, and it looks pretty fancy on the outside. On the inside, however, it was just like every other direct mail seminar pitch, except of course it included two free tickets to admit us to this special event. My husband and…

What Does the World Think of Your Company?

I do a lot of freelance magazine writing; while wearing my journalist’s hat, the first place I go to do research on a company is their website. Surprisingly, it often appears that the website is the last place where most companies invest their time. How do I know? On company websites of all sizes, I…

Too Busy to Market Your Company?

For years, I’ve been offering advice to my husband that he should market his graphic design and web development business more. He always looked at me and said something like: “It’s on the list.” I usually then shook my head and thought that he needed better planning skills. This was before I left my 9-to-5…

Promote Your Event with No Marketing Budget

I recently read an article in the ASAE Communications Section Newsletter about an association offering a new conference… one hitch: they had no marketing budget. What did they do? According to Jason Della Rocca, executive director of the International Game Developers Association, his association used new media to inexpensively and effectively promote their conference. Della…

Write to Wow Readers: A Checklist for Great Writing (Part 2)

I had so much to say on the topic of great writing, that I had to break it into multiple posts! Here’s a few more tips to follow to improve your writing process: Read out loud. After writing, speak what you write. This unveils awkward phrasing, gaps in the structure, and areas that need revision.…

Write to Wow Readers: A Checklist for Great Writing (Part 1)

Want to look smart? Learn how to write clearly and concisely! Writing has never been more important as we all spend hours every week writing emails. Although this list applies to nearly all business and promotional writing, I wouldn’t suggest applying it to essays and creative writing. This is, however, a great checklist the next…

Creating a Video: 11 Tips to Receive Rave Reviews

In my previous two jobs, I have produced over 60 promotional videos, so I have a few tips to offer on how to create a great video. I’ve done it on the cheap and with a big budget. And, since I only had one video class in college, I learned from experience…and from my incredibly…

The Power of Testimonials

No matter what you are communicating, testimonials pack a powerful punch. Well, let me qualify for a minute: real testimonials pack a powerful punch. Fake or doctored up testimonials detract more than they help. (Who really believes infomercials?) Gathering testimonials for your company, product or service takes effort, plus a little time and money. However,…

6 Ways to Create a Press Release that the Media (and Your Customers) Will Love

I love press releases. They are one of the most clear, concise and non-manipulative ways to communicate important information. And, if written correctly, news releases offer facts and invite participation in a tantalizing way that makes everyone want to read them. I’ve found they are welcome addition to any direct marketing program; why save the…

Perception Is Reality

This is the kick-off post of my new business-related blog, Word Out. I chose this name because it’s fun, and right on with what every organization needs to do to be successful. Getting the word out to your target audiences is so important; it shapes how people view your organization. Reality is shaped by people’s…