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Atricle Dump - The 10 Cornerstone Principles of Marketing
Businesses are something which have a tendency to change hands now and again over the entire life of the business. Whether it is a merger or an outright sale, there are certain factors which will affect the overall value of a business that is put up for sale by its current owner. The following paragraphs will highlight some of these factors and explain why the overall value of business can be altered from time to time.Delaying the SaleSelling one’s business is an extremely important decision for a business owner to make. Th
5. The Principle of Multiple Streams. Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).
6. The Principle of Reciprocity. This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it
There are 7 types of logo:1. Typographic Logo which consist of word only e.g.: Sony, Panasonic, Toshiba2. Geometric Typography Logo which consist of word (brand) and combined with geometrical shape such as square, circle, elipse. e.g.: Dupont3. Initial Letter Logo which consist of one or more letters as an initial. e.g.: Hewlett-Packard4. Pictorial Just like typographic logo (see no.1), but pictorial logo has stronger character since the typography was designed specially to create or design logo. e.g.:
Marketing results are only as powerful as your marketing systems. To build your marketing system you need to be able to do four things: attract, convert, leverage and retain. With these four accomplishments and the practice of the 10 Cornerstone Principles of Marketing, success will come. Here are the 10 Cornerstone Principles to Marketing Success
1. The Principle of Packaging. The way you package your product or service is a deal breaker. If you sell a product, it has everything to do with the packaging, the colors, the box, the container -- everything. If you sell a service and offer just one service, there still needs to be packaging. Just a different time. Packaging for a service provider resides in their offer. If you offer one solution which most independent professionals do, like an hourly or day rate, then you don't have a package. A package is a combination of items that create an offer that support the client in accomplishing their goal.
2. The Principle of Differentiation. You want to be the red crayon in the box of white crayons. You must know how you are different from your competitors and you must be able to convey that in all your messages in a way that your prospects pick it up simply. If you think you don't have any competitors, you do. If you know you are different and don't convey it, you lose. You must leverage your differences.
3. The Principle of Repeat Business. One-time buying is short-term revenue and requires ten times more work to find new clients. Keeping multiple, a lifelong paying client is your objective. If you offer a one-time event, you do not have a marketing process -- you have a single sale. A marketing process sells to clients over and over again.
4. The Principle of Frequency. The number two reason businesses fail is because they don't stay in touch with previous clients. Frequency builds trust and trust is a requirement for a sale.
5. The Principle of Multiple Streams. Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).
6. The Principle of Reciprocity. This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it
A professional business card says more about you and your business than any other tool in your marketing arsenal. You need a card that looks good, tells what you do and makes it easy to contact you.Here's how to use the necessary ingredients to create a great business cardYour name should be the biggest part of the card. Right there where the eye can pick it out without searching.Avoid the old trap of name and phone number in 6 point type in the lower right corner.Your card's purpose is to get people to r
2. The Principle of Differentiation. You want to be the red crayon in the box of white crayons. You must know how you are different from your competitors and you must be able to convey that in all your messages in a way that your prospects pick it up simply. If you think you don't have any competitors, you do. If you know you are different and don't convey it, you lose. You must leverage your differences.
3. The Principle of Repeat Business. One-time buying is short-term revenue and requires ten times more work to find new clients. Keeping multiple, a lifelong paying client is your objective. If you offer a one-time event, you do not have a marketing process -- you have a single sale. A marketing process sells to clients over and over again.
4. The Principle of Frequency. The number two reason businesses fail is because they don't stay in touch with previous clients. Frequency builds trust and trust is a requirement for a sale.
5. The Principle of Multiple Streams. Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).
6. The Principle of Reciprocity. This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it
We have all been in the position of looking for a job, changing careers, etc. It is time consuming and patience challenging. We apply for job after job and never seem to get what we want even though we see people around us that always seem to get the job they want.Most companies will accept a resume and you should have one available just in case. If you are not good at writing a resume, use a service or an internet resume template. There are many free services on the internet to help you write a really good resume.If you are r
2. The Principle of Differentiation. You want to be the red crayon in the box of white crayons. You must know how you are different from your competitors and you must be able to convey that in all your messages in a way that your prospects pick it up simply. If you think you don't have any competitors, you do. If you know you are different and don't convey it, you lose. You must leverage your differences.
3. The Principle of Repeat Business. One-time buying is short-term revenue and requires ten times more work to find new clients. Keeping multiple, a lifelong paying client is your objective. If you offer a one-time event, you do not have a marketing process -- you have a single sale. A marketing process sells to clients over and over again.
4. The Principle of Frequency. The number two reason businesses fail is because they don't stay in touch with previous clients. Frequency builds trust and trust is a requirement for a sale.
5. The Principle of Multiple Streams. Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).
6. The Principle of Reciprocity. This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it
For your business to really prosper, you have to get deep down and dirty to ensure that really get clear on issues you are facing. And those your people are facing too.Susan Scott has written a tremendous book called 'Fierce Conversations'.It is not a book for the faint-hearted.However, it is a fantastic resource, whether you want to take a long hard look at your career, your business or yourself.One interesting question that she suggests organisations (and the same can readily be used for te
4. The Principle of Frequency. The number two reason businesses fail is because they don't stay in touch with previous clients. Frequency builds trust and trust is a requirement for a sale.
5. The Principle of Multiple Streams. Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).
6. The Principle of Reciprocity. This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it
It’s likely that you’ve probably never taken the time to sit back and consider vending machines. In fact, you have probably never taken the chance to contemplate the history of vending machines. After all who would? I know I didn’t, until I wrote this article and found the history to be surprisingly……well, fascinating. The next time you stop at a vending machine and purchase your favorite sweet, cold soda or that big caramel candy bar you’ll remember that even a vending machine is full of history.What is Vending?Vend
5. The Principle of Multiple Streams. Having many ways for people to buy from you always provides the desired revenue results. This requires a combination of active sales (where you participate) and passive sales (that sells without your presence).
6. The Principle of Reciprocity. This principle, also considered an exchange, is about relationships and networks. If you want to be alone, then your battle is gong to be long, hard, and it will fail. Build your vendor team, your Research & Development team, your administrative team, your strategic alliances, your bartering team, and your attraction will multiple. This works on the principle: "you scratch my back and I will scratch yours." It is not just about relationships, it is about the value of those relationships.
7. The Principle of Likeability. If people don't know you, how can they like you? They need to like you before they will trust you and they must trust you before they buy from you.
8. The Principle of Communication. This is the most valuable asset you have. Communication is like your bank account: when you communicate correctly, you have a deposit, when you fail to communicate you will have a withdrawal. If, on balance they get "insufficient funds," that client is gone. Always ask, "Am I providing value that creates a deposit?"
9. The Principle of Perception. Your client’s perception creates the sale. So many business owners think their service or product is absolutely great and they cannot understand why it is not selling. It is because they developed their product or service according to their perceptions and not their prospects' needs. Perception begins with what your employees think of their job, so start with their job responsibilities and titles. If your receptionist is the main point of contact for your company, change her perception of her position and your client's impression will alter. Call her the "Director of First Impressions."
10. The Principle of Emotion. Eighty-five percent of the buying decision is made from emotions and then justified with logic. This means you must first connect with their emotions and then give them the logic to justify what they bought. You cannot do one without the other.
Copyright 2003-2004, Catherine Franz.
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