Selling the Invisible
June 24, 2010
Selling the Invisible – A Field Guide for Modern Marketing by Harry Beckwith
Mentioning this book in a conversation at an event resulted in an invitation to review it for the association’s newsletter. How could I refuse? I recommend this book about marketing more than any other. After rereading it to see how it held up after ten years, I was not disappointed. Harry Beckwith presents insights about marketing professional services in a way that is engaging, accessible, inspiring, and enduring. Read the rest of this entry
On being my own client
June 20, 2010
I finally did it: I launched my own web site.
Not big news to the world, but for Blue Horse Marketing, it is huge.
After years of being the barefoot cobbler’s child, I am wearing shoes of my own making. I am relieved to have something to point to as my web site, while being hyper aware of its shortcomings, and how much work I have ahead of me. I’ll also admit to being just a little proud to have finally, actually done it. Read the rest of this entry
3 (and a half) reasons to know your target audience
June 19, 2010
When I lead workshops on developing marketing messages, small businesses owners often struggle to define their target audience. “Why can’t my business be for everyone?” they ask.
There are a few good reasons. First of all, we can’t afford to market to everyone. Think about that. It’s overwhelming.
Second, your marketing becomes most effective when it’s focused on a specific type of person or group. Third, over time your focused marketing defines your business in the marketplace which helps those ideal prospects find you. Read the rest of this entry
What’s in a number — are anniversaries important?
June 18, 2010
Marketers are famous for asking, “So what?” when someone describes their latest idea for self-promotion. It isn’t meanness, rather more of an attempt to shift the perspective from “me, me, me” to them, as in those prospective clients you want to attract.
Nobody enjoys a one-way conversation with someone we haven’t invited to monopolize our attention. Our clients and prospective clients don’t either. Just put the shoe on the other foot: how do you like the marketing and advertising messages coming your way day in and day out? Read the rest of this entry
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As a 25-year veteran of marketing professional services, Barbara Breckenfeld is a strategist and a storyteller. She helps helps businesses grow as a consultant, marketing coach, and seminar leader.
