Reading Time: 12 minutes For a large corporation like Microsoft, Google, Apple, Toyota, Ford, GM, or Coca-Cola visibility isn’t a major issue.  They get tons of visibility and part of the reason is that they are pillars of their industry.  They also have huge marketing budgets that allow them to run ads on a regular basis. You may not be a direct competitor to any of the companies that I listed but you might find yourself competing with them for attention.  That said, smallRead More »Increasing Visibility in the Marketplace: What Small Businesses Need to Know

Reading Time: 8 minutes One of the traps that marketers fall into is trying to speak to everybody. The problem is everybody isn’t going to listen. It could be because they think what you convey is utter nonsense or maybe they are just indifferent.  You aren’t going to be able to convince everybody that your product or service is for them because it’s not.  The key has always been to focus on those you have the best chance with and not waste your timeRead More »Market to the Right People

Reading Time: 4 minutes Sometimes I’m surprised about which articles I’ve published get traction and which don’t. It’s a reminder that your masterpiece may not do what you hoped and what you see as a more modest, utilitarian article might take off. Your audience will always tell you what they want to see so don’t ignore them. After taking some time off at the end of 2022, I’ve been easing into 2023. I’ll be back to publishing regular posts in a couple of weeksRead More »The Top Five Articles From 2022

Reading Time: 21 minutes You are likely thinking about what your marketing will look like in 2023. I know the prediction and trend articles can be interesting and kind of fun but I want to do something a little different. I want to give some with more value. As I started to write this, it was still a few weeks before the midterm elections and I was being hit by political ads in a way that would have made Mike Tyson jealous. And it seemsRead More »What Marketers Should Consider for 2023

Reading Time: 5 minutes Have you ever gone to see that movie that everybody raved about only to feel that you were duped?  For me, it was Spiderman 2 which would go on to be an enormous hit. I had seen early footage and wasn’t impressed but it was all the rage so purchased a ticket and headed to the theater. My friends thought it was great but I didn’t like it. That’s not exactly true. I HATED it.  It’s been 18 years andRead More »All Your Content is Subjective

Reading Time: 4 minutes The events of the last few days in the world of social media have been, well, interesting. So much so that I decided to interrupt my regularly scheduled program. There are some important takeaways that you should understand that I’ll talk about toward the end. First, I need to set the stage. I opened Twitter to find my timeline flooded with people talking about Instagram. Some people found a message saying their accounts were suspended. Others could log in butRead More »We Need to Talk About Twitter

Reading Time: 8 minutes The options for content have grown but for some reason, the idea of content marketing has stayed the same.  There is a shift that needs to take place and it should have happened yesterday. Let me rephrase that. You must make a shift in how you think of content marketing or you will be wasting your time and money. Does this all sound a little dramatic? If you’re still clinging to the old ideas of content marketing, then yes itRead More »Your Approach to Content Marketing is Ancient

Reading Time: 5 minutes There is an idea that I’ve seen over and over again. It’s that marketing creates demand. You might agree because you have seen that when you’re actively marketing sales are doing well. You’re creating demand. That’s not always the case though. There are plenty of companies that have heavily marketed a product and then watched it flop.  You might simply say, “Of course, the product flopped because the marketing wasn’t very good. Bad marketing won’t create demand. Only good marketingRead More »Does Marketing Really Create Demand?