Secret No. 13: How Much Information Do You Have?

How Much Information Do You Have? The first time that I really became aware of the vast array of information available to me for use in marketing my clients’ businesses, it blew me away. One of the best sources of information is your local library.Call the reference desk and ask where you need to look […]

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Secret No. 12: Are You Researching Your Prospects To Improve Your Business?

Are You Researching Your Prospects To Improve Your Business? Focus, focus, focus. First and foremost, focus on the potential clients to whom you want to sell your products/services and not on what you are trying to sell. If you know who your intended clients are and you can address them directly in the headlines and […]

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Secret No. 11: What Makes Your Business, Products, And Services Unique?

What Makes Your Business, Products, And Services Unique? It is very important to think in terms of what your business can do for the prospective customer. A Unique Selling Proposition (USP) is the first marketing effort that you should think about for your business. Your USP is written to separate your business from your competition. […]

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Secret No. 10: How Many Things Are Competing For Your Attention Right Now?

How Many Things Are Competing For Your Attention Right Now? In today’s world, we are overwhelmed with far more information than ever before. TV (both network and cable), radio, the Internet, hundreds of newspapers and magazines, faxes, e­mails, cell phones, PDAs, multiple 24­hour news and sports channels, newsletters, etc., etc., etc. Even worse, each source […]

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Secret No. 9: Who Is In Your Sights?

Who Is In Your Sights? Understanding that you can’t market to everyone is very important to your business survival. To many business owners want to market to anyone who can steam a mirror. But you can’t afford to market to anyone who can steam a mirror. You don’t want to waste your valu­able time and […]

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Seven Fatal Selling Mistakes To Avoid

Here are the fatal seven “selling mistakes” that many people make. They are not in any particular order. You will know which ones are costing you money and need improvement. “While one person hesitates because he feels inferior, the other is busy making mistakes and becoming superior.” -Henry C. Link Fatal Mistake 1: Failing to […]

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Secret No. 8: How Many Eggs Are In Your Basket?

How Many Eggs Are In Your Basket? It is much too risky for a wise business owner to rely on only one type of market­ing. What would happen if it failed? A business owner could lose his or her shirt and be driven out of business! Even a very successful single marketing campaign can have […]

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Secret No. 7: Are You Paying Enough Attention To The Business World Around You?

Are You Paying Enough Attention To The Business World Around You? Do you spend at least three hours per week reading magazines, newspapers, and Web sites that report on overall or “general” market trends? Observe what trends are starting in your geographic area, nationally, and worldwide. Some recommended sources of valuable information with which you […]

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Secret No. 26: Does Your Business Make The Same Amount Of Profit From Each Client?

The answer, obviously, is no. Your customers are not created equal. Give or take a few percentage points, 80 percent of your sales will come from 20 percent of your customer base. It is wise, therefore, to categorize your clients into five distinct categories. Use -5, or AE (or some other rating system that you […]

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Secret No. 25: What Details Do You Know About Your Newest Client?

Do you know any of the “little things?” Do you know her birthday? Do you know the name of his spouse or kids? How about hometown, favorite store, or favorite sport? What about your client’s hobbies? Do you have similar musical tastes? Do he like cigars? What is her favorite adult beverage, or is she […]

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