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Archive for the ‘branding’ Category
Five Characteristics of Highly Flawed Small Business Advertising
Behind every disappointing small business advertisement there is at least one reason for its failure. The good news is that any flaw with your advertising can be corrected, if you are willing to try new ideas.
Unless you are in the advertising business, chances are your strongest skills are not in advertising. If you are like many small business people, your small business advertisements are likely guilty of at least one of several common flaws.
Identifying what is wrong with your advertising is the first step toward making corrections that will result in greater response, increased revenue and stronger profits.
Following are descriptions of five common characteristics of highly flawed small business advertising. There Read the rest of this entry »
No CommentsThe Specialization/differentiation Imperative
In the olden days, when there was just one blacksmith in each town, it was easy to brand yourself as the best blacksmith around.
If someone needed a blacksmith, you’re the blacksmith they called. But then villages grew into towns and a new blacksmith moved into the neighborhood. All of a sudden, people had a reference of comparison and competition was born – along with the need for differentiation.
So what happens as more and more people enter into a profession, and as the profession itself becomes more widely recognized as a helpful service?
The needs of the market get sliced and diced in a variety of different ways – and the professional that focuses on one of those slices is more highly Read the rest of this entry »
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