Posts in CUSTOMERS
How to Avoid Discount Disaster

“I’m planning on running a promotion this weekend.” It was a former client of mine who owned a retail store in a university town.

“What sort of promotion?” I asked.

“I don’t know. I've been thinking maybe a 25% percent discount on everything in the store. There’s a game this weekend and I want to pack ‘em in.”

“Are you open to discussion?" I asked.

“Sure, what do you have in mind?”

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Why Your Ads Don't Work

Small business owners are frustrated by advertising.  Ads are expensive, business owners don’t know how to write, design, produce or distribute them and, most importantly, they don’t know if they “work” (which is a good indication that they don’t).

Today, ads are displayed across all types of media, from old-fashioned newspapers, to web sites to the myriad forms of social media.  This article is not about using the different media – that’s a technical skill we can easily hire done - but rather about the content common to great ads, regardless of media.  The content of ads is critical  and not easily farmed out...

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Why Should I Buy From You?

At the junction of Interstate 80 and Highway 281 in Nebraska, stands a convenience store with a large, well-lit sign. The sign reads “We Have the Best-Looking Cashiers.” Customers judge the offer you put before them, then compare it to your competitors’ offers. If there is no meaningful difference, customers base their buying decisions on price...

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