• Here's an excerpt from a recent conversation with a client during an intake session for the development of a strategic marketing guide… FIA: What marketing have you tried in the past? Client: We’ve done postcards. They didn’t work. FIA: How many times did you send out your postcards? Client: I’m not sure….one or two times. FIA: And how many people did you mail to? Client: We sent out a few hundred each time. Got nothing. FIA: And who did you mail the postcards to? Client: We put a list together – prospects that we have never done business with, people we met at chambers a while ago. FIA: How old was the list? Client: Maybe 5 years old… This is

  • Can’t take your mind off the heat? Work it to your advantage…here’s a few ways to promote your business using summer as the star of the show! Have a photo contest. Give your customers an excuse to take a summery selfie. Start a summer vacation contest and ask your clients to send in photos of them while on vacation. Then choose the winners and give out some fun summer prizes – be sure to tie the prizes into your business. In Retail? Give out summertime gift cards. It’s an effective way to increase traffic in the summer months. Be the Heat Hero. Head outside for an hour with something cool to hand out to potential customers – popsicles, misters, cool

  • If you've exhausted every other way of getting into a conversation with a potential customer, here's one final technique that just might work. Earlier this month, I explained how to write follow-up emails that you send if your intial sales emails fails to get a reply or response. In this post, I'll explain about the "Hail Mary" email, which is your last ditch effort to get the potential customer to reply. For those not familiar with American football, a "Hail Mary" is a long pass to the end zone in an attempt to make a touchdown at the end of the game. It's called a "Hail Mary" because you're supposedly praying that the pass will be caught. A Hail Mary

  • #1: Beware of Interrupting Be careful about interrupting others, particularly your customers. They'll be especially upset if, while they're explaining a problem, you interrupt them and start offering a solution. If you feel you have to interrupt, at least cut to the chase and tell the other person what you think his or her main idea was. That way, the other person at least can confirm or correct you, and in either case save time. #2: Listen Actively Did you ever get the feeling, when talking to someone, that you were really talking to a wall? The person may have heard you but gave no indication of it at all. Avoid doing the same thing. When communicating with others, it's

  • When working with a new client, our first order of business is to conduct a marketing intake - that’s the foundation used for asking the right questions, digging deep to learn the business from varying angles to help them develop a marketing strategy that promotes growth. The first and most important question is "what makes your company unique?” This is such an important question, as every company has something that makes them unique, although many of them haven’t yet identified it.  So far the only ‘wrong’ answer is “we have great customer service.” That’s assumed - it should be part of your services. But something that’s truly unique? That’s worth shouting about. Not sure what makes you unique? Here’s a

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