Great quote from Maverick’s owner Mark Cuban in American Marketing Association’s November issue of Marketing News: “Don’t look back to the way you have always done things. Look to ways to do things that weren’t easy in the past.” In one sense, it’s a response to the tired “don’t fix it if it ain’t broke” [...]

It’s tempting to spread ourselves too thin in marketing…trying to be all things to all people or seeing our products as right for “everyone.” At first thought, targeting “everyone” would seem to make sense. The more prospects, the more chance they will buy, right? Well…no. By trying to please everyone, you end up pleasing no [...]

If a product benefit is never perceived, does it in fact exist? If a benefit is perceived, but doesn’t actually deliver, does that benefit still exist?

The WebSiteMarketingPlan.com Network News, September 13, 2005 Summer vacations are behind us now in the U.S. and schools are back in session. This means it’s marketing plan season – time to take a look at this year’s plan and begin updating for next year. Or, if you do not have a marketing plan, begin the [...]

The WebSiteMarketingPlan.com Network News, July 13, 2005 If you like to stay “ahead of the curve” when marketing your business, you will be interested in one of today’s guest articles, “Marketing with RSS.” Informational feeds (a type of .xml file, more commonly called RSS feeds) are quietly becoming a more popular way of communicating with [...]

Website Marketing Plan News, June 13, 2005 Today’s feature article is in two parts. Part 1 of “Profitable Marketing Strategies” explains how to take into account both short term and long term profits when deciding on marketing programs. Part 2, “Figuring Break Even Point,” explains the break even analysis under different situations.

The WebSiteMarketingPlan.com Network News, June 1, 2005 This month I attended a seminar given by Shel Horowitz, author of Principled Profit: Marketing That Puts People First. My first thought – as I walked in the door early and saw this slightly gnome-like dude wearing a Grassroots Marketing t-shirt – was “Is that him?” Yes, it [...]

The WebSiteMarketingPlan.com Network News, May 3, 2005 Over the last couple of issues, we looked at some different marketing programs to consider when writing your marketing plans. Today’s focus is on implementation, one of the most critical aspects of marketing. In “Marketing – The Next Level,” Dave Collins of SharewarePromotions Ltd. explains a bit about [...]

The WebSiteMarketingPlan.com Network News, March 21, 2005 Last time, I introduced the idea of drilling down from goals, to strategies, to specific marketing programs (or tactics) in your business and marketing plans. If you missed the example and supporting articles, read them here (http://www.WebSiteMarketingPlan.com/NewsletArch/newsletter021105.htm). Another example of a strategy to increase online sales is to [...]

The WebSiteMarketingPlan.com Network News, February 11, 2005 Often, people confuse marketing programs or strategies with end goals. You may hear someone mention his/her Website marketing goal, for example, as to “bring more traffic to the Website.” Ultimately, however, traffic isn’t the Website-related goal. The goal is something like online sales or leads. In my head, [...]