Tactical

The Unblinking Eye of Lost Opportunity

I drove past one of those LASIK eye surgery places today on my way to a planning meeting and saw it. A giant photo of an eye in the front display window. In fact, the eye had me feeling like prey back in the days when getting eaten by a huge lizard was a definite possibility. As this mega eye stared into my soul I thought to myself “What a lost opportunity”.

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Crowdfunding and Marketing. A recent report by Clarity.

Late last year I completed a research project for a client that was interested in crowdfunding. It occurred to me that others might get some value from this research and my experience raising money via the crowd. You can download the report below. The power of the crowd is shaping up to be a valuable tool for entrepreneurs. If/when the SEC decides to let people crowdfund for equity, I believe it will finally become a viable tool to raise capital. My experience with crowdfunding and my research tells me that success is predicated upon a sound marketing strategy. You’ll need to create your program to reach far beyond your friends and family if you are attempting to raise any real money. The most successful crowdfunded projects embarked on significant marketing and promotion campaigns. In other words, they didn’t just rely on word of mouth – they pulled all the levers,[…]

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Good Old Fashioned Sales Letters Still Work

The venerable sales letter is somewhat of an anachronism these days. With all these newfangled electronic gizmos, apps, FaceThingies, LinkedIns, utilizing sales letters seems sort of…well…quaint. But the reality is that a good sales letter (snail mail, delivered online or as a landing page) can generate high value sales leads. The secret lies in the concept of “good”.  A bad sales letter not only gets a fast, one way ticket to the trash bin, it can actually damage your brand. Writing is one of those skills/arts that everyone thinks they can do. “I done learned it in grade school. I forms words with letters and strung ’em together….” And while that is true for most people (I hope) writing for sales and marketing purposes is different from writing a comprehensive review of To Kill a Mockingbird.  Let me show you how the right approach can make the register ring.

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Final Notice. Please, God, let it be true.

You may have noticed (or perhaps you didn’t) that I took a break from blogging for a bit. OK, a long bit. I just needed to clear my head and didn’t think I really had anything of value to add. But lucky for you (or not) I’m back at it and full of piss and vinegar. (not much vinegar, really). So what hot poker of stupidity has prompted this triumphant return to the blogosphere? Idiocy in email form. I sometimes wonder what goes through the heads of people who use email marketing thinking they can trick us. Note to spammers: we are not that stupid. Note to one Eric Johnson (if that is your real name) from some joint called “D3 Intelligence” in Seattle Washington (oh irony…) I don’t know what “D3” stands for. I can only guess it’s Dumbass to the third power. So what offense has this guy[…]

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Rule #5 of Marketing: Capitalization

Ok, this is where I break your heart. Effective marketing takes money. That’s just the truth. Take a deep breath now and accept it. it’s not just a question of “how much” – it’s more a question of “how fast”.  The more money you invest, the faster you realize a return. When it comes to investing in marketing and getting a return the trick is to know your ROI Threshold.  

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