The Customer is Always Right But Not Always

April 8, 2010

If you are looking for powerful reasons for a prospect to buy, ask those who have already bought from you. I’ve been pondering the need for companies to interview their satisfied (and not so satisfied) customers. I say interview instead of visit or make a sales call. Relevance Marketing can find loads of ammunition to […]

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The 1st 7 Seconds Rule for Newspaper Ads

March 24, 2010

Newspaper ads can be a gamble for small businesses because of the expense. General consensus is that you need an ongoing budget for news ads, because you must advertise on some sort of regular basis to build and fuel consumer awareness. This is for the most part true, and the larger the ad (that is, […]

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The 1st 7 Seconds Rule for an Elevator Pitch

March 12, 2010

Like many other marketing techniques that have been around for a while, the elevator pitch idea has become stale. By stale I mean that prospects are aware of these phrases and are tired of the obvious usage. Stating “Value-Add” was effective but is now cliche Asking, “Please tell me about your business,” worked but is […]

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The 1st 7 Seconds Rule for PowerPoint Presentations

March 3, 2010

As I prepared to speak at last Friday’s Wisconsin Business Owners Network Meeting, I thought about the tons of advice I’d read over the years on how to give a PowerPoint Presentation. I threw away most of those rules and went with the Principles of Relevance Marketing to catch my audience’s attention right away, and […]

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The 1st 7 Seconds Rule for a TV Commercial

February 25, 2010

For attention gaining purposes, television commercials are very similar to radio ads. If you exclude the obvious visual impact, which we’ll discuss soon, capturing a viewer’s attention and a listener’s attention are virtually the same. Perhaps I should have made this a Part 1 and Part 2 for Broadcasting rather than distinguish between radio and […]

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The 1st 7 Seconds Rule for a Radio Ad

February 23, 2010

The nature of radio is that almost all of the listeners will not give you their full attention, even if your ad is brilliant. Few people sit and just listen to the radio – that went by the wayside with the advent of television. People turn the radio on while driving, while doing housework, while […]

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The 1st 7 Seconds Rule for Billboards

February 18, 2010

You may be surprised I’m writing on billboards, particularly with my B-2-B emphasis. True, smaller B-2-B businesses probably shouldn’t use billboards, but there may be a few that can. For the most part, it’s B-2-C businesses that can make use of these huge messages in the sky, but even then you can waste money. Like […]

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The 1st 7 Seconds Rule for Sales Mailers

February 16, 2010

How to cause prospects to open and read your sales mailers using Relevance Marketing. Like emails, there are two aspects to getting your targeted recipients to read your snail mailings: 1) The outside has to cause them to want to open it, and 2) Your content must grab them within 7 seconds or so to […]

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The 1st 7 Seconds Rule for Websites

February 11, 2010

My introductory 1st 7 Seconds Rules of Relevance Marketing article stated that the idea for this series came from the marketing concept that a typical website viewer spends on average 7 seconds on a webpage. Here are my Relevance Marketing suggestions to increase that time for your site. The “F” Pattern is the natural viewing […]

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The 1st 7 Seconds Rule for Emails

February 9, 2010

There are really two 1st 7 seconds for emails, and Relevance Marketing can help with both – getting your recipients to open the email in the first place, and causing them to want to read the message once they open it. Both are equally important, but if they don’t open the email, you could be […]

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