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 […]

Wastepaper baskets, the world over, are full of them.

In fact, if there were ever a competition to judge the most self-indulgent of all business communications, the newsletter would have serious competition from only the corporate video for first place!

A tragedy, when you consider that newsletters have the potential to be by far the most valuable […]

At best, most marketing communications are irrelevant to most of their recipients, most of the time.

At worst, these communications run the risk of damaging the very relationships they are supposed to be cultivating.

The problem is, from a marketing department’s perspective; every relationship looks like a sales opportunity.

Accordingly, marketing (and sales) people tend to design communications […]

How to use the virtual world of the Internet to multiply the effectiveness of your real-world marketing activities.

I don’t know about you, but sometimes I feel that managing a traditional ‘bricks and mortar’ business is downright unsexy!
Particularly when stories abound of Web entrepreneurs who have reinvented business as we know it (and become billionaires in […]

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 […]