Branding Is Overrated

Branding is Overrated

Branding Is Overrated

Branding Is Overrated

That’s right, branding is overrated. I know you just fainted at the thought of such heresy. Now get  up off the floor and hear me out.

In my humble, but accurate opinion, too much time and money is spent on branding. Too many businesses try to brand themselves too soon and that is worthless. Worthless that is until you and your company have enough customers and sales to be concerned about branding.

Let’s start from the beginning. When should you spend money on branding? Read the rest of this entry

Keith is the resident writer and troublemaker at Empowered Pros.
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What’s Your Marketing Media?

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What’s Your Marketing Media?

In Dan Kennedy’s book, The Ultimate Marketing Plan, he defines the plan in simple terms as having the right MESSAGE for the right MARKET using the right MEDIA. He goes on to depict the plan with the following graphic:

Market-Media-Message

What’s Your Marketing Media?

He also adds you can place a circle around the triangle and identify the circle as TIMING.

So in a nutshell, it’s the right message to the right market using the right media. In the past we’ve talked about message and market. Today we look at media.

What is Media?

Read the rest of this entry

Keith is the resident writer and troublemaker at Empowered Pros.
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What a Gecko Taught Me about Marketing

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What a Gecko Taught Me about Marketing

What a Gecko Taught Me about Marketing

What a Gecko Taught Me about Marketing

“Imitation is the sincerest form of flattery,” said writer Charles Caleb Colton. We see that form of flattery in business in many forms.

Marketing is one of the areas where one company attempts to gain the success of another by imitating advertising or marketing efforts.

Take, for example, the Geico gecko. A humorous little character moved the company’s marketing efforts forward and took market share from other insurance companies.

 

Result: Humorous characters pop up in Allstate, Nationwide, and Farmers insurance commercials. Read the rest of this entry

Keith is the resident writer and troublemaker at Empowered Pros.
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The Surefire Way to Beat Indecision

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The Surefire Way to Beat Indecision

Indecision Sucks

Indecision Sucks

“One of the hardest things in the world to make is a decision.” While I’d like to attribute that quote to myself, I’m sure someone else coined that phrase long before I. As business owners we’re faced with problems that require decisions. One of the challenges we face when making a decision is to get bogged down into what Zig Ziglar called, “The paralysis of analysis.”

So then, how do we beat the paralysis of analysis and indecision? The surefire way to beat indecision is to ask a simple question: “What’s my return on investment”? That’s the FIRST question that should come to mind.

Whether the decision involves one concerning, time: “should I do this, or that”; or it involves money: “should I invest in this widget or that doodad”; the answer boils down to, “What’s my ROI“?

Let’s take business education as an example. Read the rest of this entry

Keith is the resident writer and troublemaker at Empowered Pros.
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