Articles

An Easy Way to Lose Sales … And the True Cost to Your Business

Tuesday, October 24th, 2006

Are you giving your clients and prospects what they want and then converting initial sales into repeat business?
I’d like to tell you about a recent experience I had that illustrates 2 principles of attraction marketing:

Give your clients what they want, not what you think they need or what you want to give them
Make the initial [...]

Are You Wasting Time and Money Marketing to the Wrong People?

Thursday, March 23rd, 2006

One of the biggest mistakes I see consultants, coaches and professionals make is to be unclear about who their ideal client is, and to carry out their marketing without any specific definition of their target market. In fact, most are hedging their bets and trying to appeal to everybody.

Intuitively, this seems the right way to go. We might presume that the more people you can appeal to, the more likely you are to get business. It’s the law of large numbers - if you throw enough darts at the board, then eventually you’ll hit the bullseye.

However, this approach has a number of drawbacks …

Is There a Magic Marketing Formula? - Part 1

Friday, November 25th, 2005

One of the biggest mistakes that I see small business owners make is to spend their money (or time) on marketing or advertising, not get the results they want and then conclude that marketing doesn’t work. Or they keep on spending their money and time on advertising, despite their lack of results and convince themselves that it’s “raising their profile”. (In reality, it’s probably just money down the drain.)