Branding & Pricing
Video: Brand Personas – What and Why
Creating Brand Personas can help build a stronger culture and brand for your business. Learn what larger corporations have been doing for quite some time now. What is a brand persona? A fictional profile of customer types written down in plain English. Why create Brand Personas? They help you understand your customers better. Instead of…
Read MoreChaChing! Using Value Pricing to Grow Sales and Profits – Part 3
The majority of customers still pay for value when they can see it and quantify it. In part 1 we dismissed the argument value is ‘vague’ by demonstrating there are only three things any buyer buys – image, innovation or time savings. This realization has the added benefit of removing complexity from the value pricing…
Read MoreChaChing! Using Value Pricing to Grow Sales and Profits – Part 2
Even though you may have many customers, you’re only addressing three categories they value: image, innovation and time savings. These categories simplify value pricing. In Part 1, we addressed the concern that value is vague. We did so by recognizing the fact that even though each of us defines value a little differently, there is…
Read MoreChaChing! Using Value Pricing to Grow Sales and Profits – Part 1
People value and buy image, innovation and time saving. While value is personal, these common buying criteria enable us to price based on each. There are only three things any of us buys – image, innovation and time savings. So while value is personal, there is enough commonality to our humanity and enough buying data…
Read MoreVideo: The Importance of a Content Marketing Plan
A content marketing plan is extremely important. Many business owners want to get into email marketing, then suffer negative effects working without a plan. Having a content marketing plan is extremely important. So many business owners understand conceptually they want to get into email marketing, social media, putting out a blog and then they get…
Read MoreVideo: Business Websites
A brochure website is very static. There’s so much more business owners can do with their website to gain a greater return on investment. Web development expert Cesar Keller answers the question, “what is the difference between a brochure website and a business website?” His answer is that a brochure website is a very static…
Read MorePrice Addiction
Don’t become addicted to low prices! Use the questions in this blog to get back on track to serving your customers in ways they want. It never ceases to amaze me how addicted people get to low prices. You probably think I’m talking about buyers, don’t you? Well I’m not. As I’ve stated in many…
Read MoreDiscounting During Peak Season
When it’s peak selling season, hold your price. You’ll not only enjoy greater profits, you’ll do so with fewer headaches. Great strategy? Or sheer folly? It’s early spring. I’m listening to the radio when I hear an ad for the premier carpet cleaning company in our city. The woman in the ad is telling her…
Read MorePricing: Are You Confusing the Market
When your price doesn’t support your marketing claims, you’re asking the buyer to choose which to believe – your message or price. Which do they believe? Has this ever happened to you? You’ve just found a stain on your favorite dress; the one that has everyone using words like “drop-dead gorgeous” when describing how you…
Read MoreVideo: Finding Your Why – A Branding Presentation
Video run time 18:01 This presentation explores the importance of creating a brand identity by focusing on the why for your business. The why is the reason or cause for what you’re doing, beyond making a profit, that connects with feelings shared by your target audience. In this program, you learn: The difference between what…
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