How to develop an ideology-based marketing strategy.
So you think you’re going to publish a newsletter?
Hey, that’s not a bad idea!
If you make it an e-mail newsletter — like the one you’re reading now — it’s a particularly cost effective exercise. Your distribution costs are nil. Your publishing costs are equivalent only to the time you […]

How to sell expensive (or complex) products and services

[Listen to a seminar on this subject!]
If your organisation sells expensive (or complex) products and services, odds are, you get most of your new clients by ‘word of mouth’ or referral.

If you’ve tried your hand at advertising, you’ve probably discovered that, even if an advertisement does make […]

Following is the sad story of the entrepreneurial Harry Edgecliffe and his ruthless competitor Spot Pet Foods. Although neither Harry nor Spot exists, their tale provides a number of invaluable lessons for all marketers. Harry Edgecliffe is not a happy man! In recent months, the business he toiled for so many years to build has […]

If I had a dollar for every time someone asked me what percentage of their sales they should be spending on advertising, I’d be writing this column from Aspen!
Problem is, it’s simply the wrong question to ask. And I’ll show you why…
Let’s assume that the objective of your advertising is to generate sales. If this […]

If you’ve attended any of our recent breakfasts, you’ll know that I am a big fan of e-mail perodicals - or ’eBulletins’, as I call them.
Now, whenever I mention eBulletins, someone asks, ’But Justin, isn’t broadcast e-mail spam?’
My answer: ’Well it is, and it isn’t!’
You see, it all depends on your definition of spam. And […]