Every business tells a story – what’s yours?
November 9, 2011 by Barbara · 4 Comments
They say, “Every picture tells a story.” So does every business. But is it a story you tell on purpose to attract your ideal clients?
Great experience, qualifications, prestigious awards—these open conversations, gain attention, and establish credibility, but alone they rarely win a new client.
The changing economy requires all of us to get smarter about our marketing and sales, and to use all the tools in our marketing toolbox. Read more
I’m not sure I should tell you this
February 28, 2011 by Barbara · 6 Comments
I struggle with my own marketing. I agonize over finding the right words for my own marketing message. All the objectivity and inspiration that I love bringing to my clients . . . POOF! Suddenly my head is going in circles.
Finally I realized that I need to get OUT of my head to make progress. And I need another human being to interact with who can hold an objective, outside perspective.
Why is this so important? There are a few reasons.
Now more than ever we are required to be crystal clear in our marketing communications, and that all boils down to our core message: the bedrock of how you promote your business. Read more
Why I want you to love planning
February 22, 2011 by Barbara · 4 Comments
I love to plan. It’s not just that I like some control and predictability. There is such satisfaction in gathering up the pieces in my mind and putting them on paper in some meaningful relation to one another. I see connections. I get more ideas. It’s fun!
I know that we are not all wired this way. I have no illusions that my plan will happen by the ‘script,’ but experience has convinced me that any planning makes my clients (and me) better prepared when life happens. And I don’t have to tell you that life typically doesn’t ask us how we’d like it delivered. It simply arrives. Read more
Living & breathing your plan
February 16, 2011 by Barbara · 12 Comments
“If you don’t set goals, you can’t regret not reaching them.” Yogi Berra
Some of us would rather plan than do. Others hate to plan, and just want to be out in the world doing Stuff. Many of us fall in the middle, loving some parts of planning and doing, and avoiding others.
There is a lot of evidence that planning our business and marketing is a good idea. Sound like bad-tasting medicine? It doesn’t have to be. Planning has us take an overview, which helps us see patterns or trends, and connect the dots in new ways. A plan gives us a way to be consistent about activities that are essential for a sustainable, profitable business. Planning can be creative and fun — and it can really pay off. Read more
Do-it-yourself marketing audit
February 3, 2011 by Barbara · 8 Comments
Ongoing marketing is essential for a viable business, especially during a slow economy. With increased competition it is more important than ever to be clear about who you are targeting, what they care about, and how your business can meet their needs. Your clear messages tell your potential clients about you, and help them decide whether they want to work with you. For more about target audiences, try this blog post.
Ideally, we have an ongoing marketing program that brings a steady flow of clients and projects maintain our momentum. But what if we don’t? Read more
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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.
