Multiple research studies have shown that cutting marketing spending during an economic downturn is a mistake. Staying in front of prospects while competitors pull back gives you an opportunity to capture market share. Plus, you’ll be in a much stronger position for growth when the economy begins to pick back up. The reality is, some…
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Of course it can…for a while. Unfortunately, we’ve been seeing a lot of deceptive advertising lately. Companies and individuals are tapping into consumers’ fears and desperation to generate quick sales. We’ve all seen promises of COVID-19 cures. Get-rich-quick schemes. Overpriced training courses and questionable “work from home” opportunities. A “fear appeal” in advertising is a…
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Features tell and benefits sell. It’s an adage anyone working in sales or marketing can recite in their sleep. But what if you’re talking to the wrong person? Or describing benefits he or she doesn’t care about? You can’t be everything to everyone. Instead, focus on defining your audience and figuring out what’s important to…
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“You need to build a boat and sail it at the same time.” The manager was describing how she envisioned a new role functioning in her organization, one that was tasked with meeting a specific need but also launching several new initiatives in the future. What a great metaphor. While having a full-blown strategic plan…
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