Category Archives for Marketing

Are You Focusing Enough On List Building?

One of the biggest mistakes small and local businesses make is not putting enough emphasis on list building. Their websites are nothing more than glorified business cards. Regardless of what you sell, you should always be collecting information and building a list. Unfortunately, the days of “Sign Up For Updates” or “Join Our Mailing List” are […]

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Demographic Profiling vs. Behavioral Modeling

For the longest here, I’ve advocated collecting as much data as you can. I even did a 90-minute webinar with Infusionsoft exclusively on the topic. But collecting is only half of it. Finding ways to strategically use the data is the real goal. One such way is coming up with a customer profile. Here are two types:1) Demographic  – […]

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“Mama Said Be Grateful For What You’ve Got!”

At least, that’s the line I got growing up! A huge mistake I see marketers making, however, is focusing an indiscriminate amount of time on attracting new leads, driving traffic, and making that first-time (and often “last”) sale to the detriment of all other retention, ascension, and “existing customer” programs and activities. I know folks who’ve […]

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Organizing Your Follow-up And Figuring Out Your Ideal Purchase Path

If you haven’t figured it out, I like coining my own terms — unorthodox ways of thinking about business and marketing that really resonate with people. “Scaling Personal Attention,” “The Orbit,” “Triangle Stack,” and “Follow-Up Pyramid,” are a few. “Ideal Purchase Path” (I.P.P.) is another one. Sure, there are many other labels for it: sales funnel, sales process, […]

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How To Automate Listening

It’s no surprise that face-to-face and phone sales trump other channels of communication (i.e. – web, direct mail, social media, etc). One of the obvious reasons is the unique ability to “listen” to how the prospect is responding to your proposition. Specifically, face-to-face takes it a step further and allows you to observe the nonverbal […]

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