How to Get Great Response to Your Marketing Efforts? Have a Great Call-to-Action!
The current election race in the USA has given rise to a lot of comparisons between the public-speaking styles of the various candidates in either party - not that deep analysis of potential presidential candidates is anything new! Perhaps one of the most powerful sound bites of any election race was a self-effacing comparison made by Adlai Stevenson between himself and John F Kennedy during the election campaign in 1960. Stevenson invoked the memories of two great orators of the Greek and...
Listen and Learn: A Lesson For Marketers
I love my dad: it's necessary to make that clear before I tell you this story. My dad is always wondering when I'm going to give up this lark and get a real job. That's not the worst of it - the worst is that he's not at all sure what 'this lark' is! Yes, I've told him - and told him, and told him ... Those who are avid readers of The Marketing Edge will know that we here at Zee2A help our clients to craft a Verbal Signature - a brief statement which encapsulates who you work with, what problem...
Never Cold Call Again, And Get More Clients Into the Bargain...
Okay, so that title sounds like a load of phoo-ey, right? (And yes, phoo-ey IS a technical term we marketing gurus use!) Everybody knows that the only way to get new clients is to cold-call, or cold-mail - how else do you find prospects that you might end up doing business with? That is at least how the accepted wisdom goes - and judging by the number of organisations in the UK currently selling lists of prospects carefully segmented by any number of weird and wonderful demographics, the...
Resolving the Dilemma of Ethical Marketing
Many service professionals will tell you that the words 'ethical' and 'marketing' don't belong in the same sentence. While you'd be opening another can of worms by asking for a precise definition of 'ethics', let's just say for the moment that often marketing leaves us feeling a little dirty, or sleazy if you prefer. One marketing guru summed it up by saying that marketing and sales are the world's second-oldest profession - and often are indistinguishable from the first! Is that how you feel?...
The ONE Thing Your Professional Services Business MUST Have!
Heres a challenge: Do you know the ONE thing that separates the successful (including the obscenely successful, like Warren Buffet and Bill Gates) from the also-rans? Think you do? Perhaps then you also know that this same ONE thing makes more of a difference than pretty much anything else to ensure that your small business will one day become a big business, rather than a failure statistic? Anyone can do it, and it doesnt require special skills, proprietary tools or expensive...
Two Essential Components of Achievable Goals
In my article "The ONE Thing Your Professional Services Business MUST Have" we talked about the importance of clear, specific, time-linked goals to your professional service business. I hope that many of our readers have taken some time to develop goals for their business following the guidelines in that article. However, we finished by acknowledging that some have become scarred by previous experiences of setting goals and then being disappointed at not achieving them. The question we posed...
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