You may be surprised to discover your competition may not be another business after all. Consider the car wash chain that discovered their biggest competitor was their own customer! Instead of focusing their marketing messages on "on upping" other car wash facilities, this chain changed their focus and began airing messages to educate their customers on the benefits of their system over washing their cars at home.

Once this business recognized who their true competitor was and changed their ad copy, they began to see measurable results in the bottom line!

STEP TWO - Determine the problems your customer has and the solutions you offer.Everyone has problems. Marketing is merely the act of bringing your solutions before the people who need it most and are ready, willing and able to pay for it.

The more you know about your customer, the better you'll be able to showcase the solutions you offer that s/he is seeking.

STEP THREE - Determine the emotional triggers that will ignite your sales.

The act of buying is a complex and emotional decision. The reason your customer is making a purchase is not always readily apparent

Knowledge Is Power - Do You Have It
Thinking about starting a business? What is your business background? Do you understand and I mean, really understand basic business? You know, things like general management, marketing, communications, advertising, sales management, sales, human resources, business planning, systems analysis, accounting, basic business law and contracts, technology & systems management, taxes and compliance issues and the like? Most people who are starting a business for the first time may know some of these issues but not all. And just being somewhat familiar with the terminology is not the same as actually knowing what is required of each discipline.Too many people who start a business only think about doing what they love to do, like making candles, repairing equipment, baking or whatever floats the boat. This is referred to as "the technician mentality" when people see themselves performing the task they are s

Ever wonder why some marketing tactics work for some businesses but not others? Maybe you heard about a business that paints their company website’s URL on the top of their delivery trucks and increased sales by 25%, yet when you try the same tactic, sales remained flat.

The reason most marketing tactics fail is that they are not part of a comprehensive marketing strategy. A comprehensive marketing strategy helps you to choose which tactics will work for your business and keep the sales coming in like clockwork no matter what the economy.

Defining Marketing Strategy

After 20 years of working with businesses on creating advertising messages that deliver results, I've come up with a few word pictures to try to help clients better understand why we do the things we do in advertising and marketing. To help clients get a handle on marketing strategy, I use the following illustration.

If you have ever gone fishing, you have probably realized that there is more to fishing than merely baiting your hook, casting it into the water and reeling in fish. The same is true in advertising.

When I was a child, I would take a fishing rod and reel -equipped with little more than a hook and a bobber - down to a creek behind our house. As I made my way to the creek, I dug up a few worms, and when I arrived at the water’s edge I impaled the unlucky creatures on my hook and tossed the line into the creek.

Because my goal was to catch “anything,” the only fish I ever caught were either carp or catfish and I didn’t catch those very often. I knew that the creek that ran behind my childhood home was teaming with blue gill, bass and other “desirable” fish. I knew because I saw other anglers stand in the very spot I did and catch those very fish. However, despite my good intentions and all of my efforts, the best I ever caught was an occasional carp or catfish.

Years later, I can see that the reason I was catching these “bottom feeders” is that I had my hook lying on the bottom of the creek. The anglers who were bringing in the fish I desired weren’t using the huge hook I was using, nor were they using earthworms for bait. (Nor, for that matter, were they using an oversized orange bobber!) In my youthful exuberance, I had over-estimated the depth of the waters and seriously over-estimated the mouths of the creek’s “desirable” fish. No matter how noble my goals, I was not fishing with the proper bait and tackle, so I could not catch the fish I desired.

Experienced anglers know that choosing the proper tackle is essential before you begin to fish. You have to know what fish you are targeting, because that determines everything else. By the time an angler picks a target, s/he will have made many decisions well in advance. The first choice is whether to fish in fresh water or salt water. From there, the angler will choose the weight of the line, the type of bait and the size of the hook.

If you want to be successful in fishing, you have to choose your target in advance. You have to develop a "fishing strategy". The same is true when you're fishing for customers for your business.

Using marketing tactics is like using bait when you fish. You may be using a bait that is irresistable to sailfish on the open ocean, but when you're sitting on a boat in the middle of a lake teaming with bluegill, your irresistable bait won't result in catching very many fish.

Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.

There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.

The basics of developing powerful marketing strategies

STEP ONE - Research, research research

This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:

• Your customers
  

  Why do they buy from you?
  

  What are they buying from you? (It may not be what you think!)
  

  What problems are they trying to solve?
  

  How old are they?
  

  What is their income?
  

  What is their level of education?
  

  What is their marital statues?
  

  Do they have a religious preference?
  

  What is their comfort level with technology?
  

  Where do they live?
  

  Where do they work?
  

  What do they drive?
  

  How far do they drive?

The list goes on and on. You simply cannot know too much about your customers.

• Your competitors
  

  Who are your competitors?
  

  Are they only in your industry?
  

  What is their USP (Unique Selling Proposition)?
  

  Why do their customers choose them?

  You may be surprised to discover your competition may not be another business after all. Consider the car wash chain that discovered their biggest competitor was their own customer! Instead of focusing their marketing messages on "on upping" other car wash facilities, this chain changed their focus and began airing messages to educate their customers on the benefits of their system over washing their cars at home.

Once this business recognized who their true competitor was and changed their ad copy, they began to see measurable results in the bottom line!

STEP TWO - Determine the problems your customer has and the solutions you offer.Everyone has problems. Marketing is merely the act of bringing your solutions before the people who need it most and are ready, willing and able to pay for it.

The more you know about your customer, the better you'll be able to showcase the solutions you offer that s/he is seeking.

STEP THREE - Determine the emotional triggers that will ignite your sales.

The act of buying is a complex and emotional decision. The reason your customer is making a purchase is not always readily apparent.

Process and Outcome in Investing
Chapter 1Be the HouseIndividual decisions can be badly thought through, and yet be successful, or exceedingly well thought through, but be unsuccessful, because the recognized possibility of failure in fact occurs. But over time, more thoughtful decision-making will lead to better overall results, and more thoughtful decision-making can be encouraged by evaluating decisions on how well they were made rather than on outcome. --Robert Rubin, Harvard Commencement Address, 2001Any time you make a bet with the best of it, where the odds are in your favor, you have earned something on that bet, whether you actually win or lose the bet. By the same token, when you make a bet with the worst of it, where the odds are not in your favor, you have lost something, whether you actually win or lose the bet. --David Sklansky, The Theory of PokerHit MePaul DePodesta, a former b

I made my way to the creek, I dug up a few worms, and when I arrived at the water’s edge I impaled the unlucky creatures on my hook and tossed the line into the creek.

Because my goal was to catch “anything,” the only fish I ever caught were either carp or catfish and I didn’t catch those very often. I knew that the creek that ran behind my childhood home was teaming with blue gill, bass and other “desirable” fish. I knew because I saw other anglers stand in the very spot I did and catch those very fish. However, despite my good intentions and all of my efforts, the best I ever caught was an occasional carp or catfish.

Years later, I can see that the reason I was catching these “bottom feeders” is that I had my hook lying on the bottom of the creek. The anglers who were bringing in the fish I desired weren’t using the huge hook I was using, nor were they using earthworms for bait. (Nor, for that matter, were they using an oversized orange bobber!) In my youthful exuberance, I had over-estimated the depth of the waters and seriously over-estimated the mouths of the creek’s “desirable” fish. No matter how noble my goals, I was not fishing with the proper bait and tackle, so I could not catch the fish I desired.

Experienced anglers know that choosing the proper tackle is essential before you begin to fish. You have to know what fish you are targeting, because that determines everything else. By the time an angler picks a target, s/he will have made many decisions well in advance. The first choice is whether to fish in fresh water or salt water. From there, the angler will choose the weight of the line, the type of bait and the size of the hook.

If you want to be successful in fishing, you have to choose your target in advance. You have to develop a "fishing strategy". The same is true when you're fishing for customers for your business.

Using marketing tactics is like using bait when you fish. You may be using a bait that is irresistable to sailfish on the open ocean, but when you're sitting on a boat in the middle of a lake teaming with bluegill, your irresistable bait won't result in catching very many fish.

Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.

There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.

The basics of developing powerful marketing strategies

STEP ONE - Research, research research

This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:

• Your customers
  

  Why do they buy from you?
  

  What are they buying from you? (It may not be what you think!)
  

  What problems are they trying to solve?
  

  How old are they?
  

  What is their income?
  

  What is their level of education?
  

  What is their marital statues?
  

  Do they have a religious preference?
  

  What is their comfort level with technology?
  

  Where do they live?
  

  Where do they work?
  

  What do they drive?
  

  How far do they drive?

The list goes on and on. You simply cannot know too much about your customers.

• Your competitors
  

  Who are your competitors?
  

  Are they only in your industry?
  

  What is their USP (Unique Selling Proposition)?
  

  Why do their customers choose them?

  You may be surprised to discover your competition may not be another business after all. Consider the car wash chain that discovered their biggest competitor was their own customer! Instead of focusing their marketing messages on "on upping" other car wash facilities, this chain changed their focus and began airing messages to educate their customers on the benefits of their system over washing their cars at home.

Once this business recognized who their true competitor was and changed their ad copy, they began to see measurable results in the bottom line!

STEP TWO - Determine the problems your customer has and the solutions you offer.Everyone has problems. Marketing is merely the act of bringing your solutions before the people who need it most and are ready, willing and able to pay for it.

The more you know about your customer, the better you'll be able to showcase the solutions you offer that s/he is seeking.

STEP THREE - Determine the emotional triggers that will ignite your sales.

The act of buying is a complex and emotional decision. The reason your customer is making a purchase is not always readily apparent

Should I Hire a Professional to Do My Advertising?
You wake up one morning with a stabbing pain in your back. It’s in the lower part and hard to reach. You decide to take some aspirin or Tylenol. It seems to help and you forget about it. A week later you’re in the hospital in traction. What went wrong?It’s a scenario that describes many small businesses that refuse to pay for expert advertising advice. Sure, they know all about tire sales or Mexican food, but what do they know about marketing? They try a few simple, inexpensive flyers or local ads and yet, their restaurant or store remains empty. What went wrong?Advertising is a business and a profession. People like myself spend years learning the trade and learning some more. It never ends. Even with my degrees and agency experience, I’m still learning. I’ve counseled thousands of companies over the past thirty years and it’s amazing how

the proper tackle is essential before you begin to fish. You have to know what fish you are targeting, because that determines everything else. By the time an angler picks a target, s/he will have made many decisions well in advance. The first choice is whether to fish in fresh water or salt water. From there, the angler will choose the weight of the line, the type of bait and the size of the hook.

If you want to be successful in fishing, you have to choose your target in advance. You have to develop a "fishing strategy". The same is true when you're fishing for customers for your business.

Using marketing tactics is like using bait when you fish. You may be using a bait that is irresistable to sailfish on the open ocean, but when you're sitting on a boat in the middle of a lake teaming with bluegill, your irresistable bait won't result in catching very many fish.

Marketing Tactics, when used to support a Marketing Strategy, can be powerful. However, when used haphazardly, they can actually hurt your business.

There is no such thing as a "magic marketing tactic" that works for everyone, every time. Yet, you'll find entire books focused solely upon marketing tactics instead of helping you develop a marketing strategy. That's probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.

The basics of developing powerful marketing strategies

STEP ONE - Research, research research

This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:

• Your customers
  

  Why do they buy from you?
  

  What are they buying from you? (It may not be what you think!)
  

  What problems are they trying to solve?
  

  How old are they?
  

  What is their income?
  

  What is their level of education?
  

  What is their marital statues?
  

  Do they have a religious preference?
  

  What is their comfort level with technology?
  

  Where do they live?
  

  Where do they work?
  

  What do they drive?
  

  How far do they drive?

The list goes on and on. You simply cannot know too much about your customers.

• Your competitors
  

  Who are your competitors?
  

  Are they only in your industry?
  

  What is their USP (Unique Selling Proposition)?
  

  Why do their customers choose them?

  You may be surprised to discover your competition may not be another business after all. Consider the car wash chain that discovered their biggest competitor was their own customer! Instead of focusing their marketing messages on "on upping" other car wash facilities, this chain changed their focus and began airing messages to educate their customers on the benefits of their system over washing their cars at home.

Once this business recognized who their true competitor was and changed their ad copy, they began to see measurable results in the bottom line!

STEP TWO - Determine the problems your customer has and the solutions you offer.Everyone has problems. Marketing is merely the act of bringing your solutions before the people who need it most and are ready, willing and able to pay for it.

The more you know about your customer, the better you'll be able to showcase the solutions you offer that s/he is seeking.

STEP THREE - Determine the emotional triggers that will ignite your sales.

The act of buying is a complex and emotional decision. The reason your customer is making a purchase is not always readily apparent

Steps to True Internet Success
I am not going to try and sell you on some Hokie-Pokie way of starting a business. Nor am I going to get you to check out some fabulous business opportunity.What I am going to tell you is not being done. In fact, what you want to know about internet marketing and what professionals want you to know are two different things.If you are think about buying into some membership site that promises to teach you how to cut the corners and quickly get you to untold millions; think again. What works best in this field are three things; willingness to learn, hard work, and diligence.Here are three basic facts that you need to wrap your brain around and be committed to:Fact # 1 - Have the attitude that you want to learn. Two items that the pros do not mention is that there is a learning curve in this business and it is highly unlikely that you will be a millionaire overnight. If that

probably because executing marketing tactics is easy. Developing a marketing strategy can be hard if you don't have direction.

The basics of developing powerful marketing strategies

STEP ONE - Research, research research

This is where you find out what you do not know. The more you know, the better your marketing strategy will be. Be certain you define the following:

• Your customers
  

  Why do they buy from you?
  

  What are they buying from you? (It may not be what you think!)
  

  What problems are they trying to solve?
  

  How old are they?
  

  What is their income?
  

  What is their level of education?
  

  What is their marital statues?
  

  Do they have a religious preference?
  

  What is their comfort level with technology?
  

  Where do they live?
  

  Where do they work?
  

  What do they drive?
  

  How far do they drive?

The list goes on and on. You simply cannot know too much about your customers.

• Your competitors
  

  Who are your competitors?
  

  Are they only in your industry?
  

  What is their USP (Unique Selling Proposition)?
  

  Why do their customers choose them?

  You may be surprised to discover your competition may not be another business after all. Consider the car wash chain that discovered their biggest competitor was their own customer! Instead of focusing their marketing messages on "on upping" other car wash facilities, this chain changed their focus and began airing messages to educate their customers on the benefits of their system over washing their cars at home.

Once this business recognized who their true competitor was and changed their ad copy, they began to see measurable results in the bottom line!

STEP TWO - Determine the problems your customer has and the solutions you offer.Everyone has problems. Marketing is merely the act of bringing your solutions before the people who need it most and are ready, willing and able to pay for it.

The more you know about your customer, the better you'll be able to showcase the solutions you offer that s/he is seeking.

STEP THREE - Determine the emotional triggers that will ignite your sales.

The act of buying is a complex and emotional decision. The reason your customer is making a purchase is not always readily apparent

Appliance Repair Careers
A number of appliances are used within every home, for a number of reasons, like cleaning, cooking, temperature regulation and even entertainment. Home appliances are subject to a lot of usage and it is only normal for them to break down at times. In such cases, only qualified and experienced personnel can solve the problem.Appliance Repair Career DutiesA home appliance repairperson is required to ensure that the appliances are in reasonably good working condition and it is his duty to minimize the chances of future breakdowns. This done through a series of set procedures that allows them to correct the problem causing the breakdown. First, they have to examine the appliance thoroughly, to check for any other failures. These could include vibrations, noises and even leakages. To be able to identify the problem, they have to open the appliance for the problem to be visible. Once this is done

p>Why do their customers choose them?

You may be surprised to discover your competition may not be another business after all. Consider the car wash chain that discovered their biggest competitor was their own customer! Instead of focusing their marketing messages on "on upping" other car wash facilities, this chain changed their focus and began airing messages to educate their customers on the benefits of their system over washing their cars at home.

Once this business recognized who their true competitor was and changed their ad copy, they began to see measurable results in the bottom line!

STEP TWO - Determine the problems your customer has and the solutions you offer.Everyone has problems. Marketing is merely the act of bringing your solutions before the people who need it most and are ready, willing and able to pay for it.

The more you know about your customer, the better you'll be able to showcase the solutions you offer that s/he is seeking.

STEP THREE - Determine the emotional triggers that will ignite your sales.

The act of buying is a complex and emotional decision. The reason your customer is making a purchase is not always readily apparent. While you may think that you are selling candles, your customers may actually be buying:

• Emergency lighting
• Aroma therapy
• Ambiance

Notice, not one of the customers above is buying candles. They are instead, purchasing a function of the candles.

Find out why your customers are buying and you will be on your way to marketing success.

STEP FOUR - Creating a marketing strategy that delivers results!

Now it is time to take the information gathered in the first three steps to create a precise marketing strategy for your business or product. Once you recognize who your potential customer is, you can begin to focus your message on their wants, their needs and their desires.

A marketing strategy is simply a plan where you get your message in front of the right people, those who want and need your product or service.