The Competitive Advantage

December 29, 2014

Stop it already with the bad marketing! Part 3: Email

So far, in this series about the bad marketing taking place in our industry, we’ve discussed websites and advertising and made numerous suggestions on some things you can do to enhance the effectiveness of those marketing tactics for your firm.

This week, we’ll take a look at EMAIL MARKETING.

By all accounts, email is still the #1 marketing tactic used by B2B businesses today. Done right, it can help you achieve four very important goals:

• Nurture sales leads
• Maintain top-of-mind awareness among your existing clients
• Position your firm in the markets your serve
• Inform and educate your readers

Sadly, far too many firms are doing their email marketing badly, which keeps them from achieving those goals…

December 17, 2014

Stop it already with the bad marketing! Part 2: Advertising

Last week, we started a series discussing how to address much of the bad marketing taking place in our industry… horrible websites, rarely used social media sites, far-too-salesy e-newsletters, boring exhibits and so on.

This week, we’ll take a look at ADVERTISING.

December 9, 2014

Stop it already with the bad marketing! Part 1: Websites

This is the first in a multi-part series where we’ll discuss much of the bad marketing & sales we see throughout our industry (sadly, it’s in many other industries, too) – and what you can do about it.

Don’t believe me? Just look around. And while I’ve been involved in marketing & sales for most of my 30+ year career, it doesn’t take an expert to see all of the lousy marketing happening around us…

December 2, 2014

Forget the mission statement… create a ‘covenant.’

I took my wife’s car to the dealership last week for a little service. It was my first time at a Lexus dealership. Very nice… professional and friendly service staff with a very comfortable waiting area (serving Starbucks coffee and cinnamon rolls!).

But what really impressed me was the large acrylic display containing the words to the Lexus Covenant. What struck me was the directness and simplicity of it…

November 28, 2014

Not happy with your marketing & sales? Then make just one change in 2015!

There isn’t a business owner or manager who is ever 100% satisfied with where the “growth” of their company is today! We all want it to improve – more revenue… better mix of clients… new services to sell… more repeat business… and so on.

And it’s at this time on the calendar – when one year winds down (for better or worse) and we all look ahead to the next year (and the hope that it holds) – when we naturally think about making improvements. But tackling so many changes can be daunting… so much so that, often, nothing changes and we stay on the path we’re on right now.

To avoid that kind of paralysis, don’t think about making large-scale changes… commit to just one thing – then go do it. To help you get started, here are 15 where-to-start ideas to help get your creative juices flowing. Good luck…

November 25, 2014

Being thankful… little things make a big difference.

Every year at this time, blogs, social media sites, newspaper editorial sections and e-newsletters are filled with heartfelt sentiments about being thankful. And as business owners and managers, there are certain things we should all be thankful for…

• Our clients… without whom we wouldn’t even have a business.
• Our employees and co-workers… who deliver on our promise to our clients every day and make coming to work pretty darn enjoyable.
• Our families… who understand the commitment we’ve made to our businesses and support us when we work late (far too often) or have to be away from home on business.

But beyond those three things that we give thanks for every day, there are a few other things I am thankful for in helping to make my business successful…

November 18, 2014

Giving gifts to clients… is it good business?

My son, Alex (see photo), is a senior finance major at the University of Tennessee. After interning this past summer in the wealth management division of a large bank, he stayed on and has been working there this semester. He’s been very fortunate that one of the senior executives there has taken him under his wing and been a good mentor to him.

Alex was home this weekend and we talked about his boss/mentor. A really interesting lesson that Alex took away from him was the regular giving of gifts by his boss to his clients… and not just at the holidays, but all year round.

That got me to thinking about our industry… Is gift-giving (outside of December) a common occurrence? Should it be? Does giving gifts help to build relationships? Or guarantee a client’s on-going patronage?

November 11, 2014

10 Website Tips for the New Year

At this time of year, some firms will take on the gargantuan task of rewriting and redesigning their website to help kick-off the New Year. But most won’t. If that describes you, it’s still a good time to step back and take a critical look at your website to make sure it’s as good as it can be.

To help get you started, here are 10 [pretty easy] website tips that can help enhance the effectiveness of your most important marketing tool: