Market research is the bedrock of successful marketing. In order to sell effectively you need to know what information your customers want to know and what information they respond positively to. Intuition and guesswork, while often useful, will only get you so far. Ultimately, all businesses need cold, hard, verifiable data to successfully market their products and services. What is …

You’re not selling what you think you’re selling. Or at least, you shouldn’t be. The old marketing adage that ‘people don’t want a drill, they want a hole’ should be at the forefront of your mind at all times. Your product or service is often a stepping stone to some experience that your customer seeks.This experience could be freedom, adventure, …

A military campaign is a strategic roll-out of tactical battles and operations designed to achieve military goals in the context of conflict. In much the same way, a marketing campaign is a strategic roll-out of tactical marketing operations designed to achieve goals in the business context. A good military campaign requires a leader who is familiar with the terrain, the …

If every interaction you have with a potential customer is to sell them something – doesn’t that get kind of old? Through advertising, you’re always letting people know that your facility is open for business. That’s great, but what else is going on in your business’s four walls? There are people there – people with interests. People who make the …