Core Principles

Strategy – Focus – Differentiate

Strategy before Tactics:
Determine a marketing strategy and then build your marketing activities around delivering on the strategy.

Narrow Market Focus:
Stop trying to be all things to a very large market. Concentrate your marketing efforts on a small, niche market and become the dominate player.

Differentiate or Compete on Price:
Find and communicate a hook that allows your prospects to easily see how your business is different from everyone else in the industry and price comparisons go out the door.

Marketing Materials should Educate:
No one likes to be sold to. Create brochures, websites and other forms of communications that allow your prospects to really experience your expertise.

Advertising is a two-step Process:
Let your prospects get to know you through advertising that invites them in for a gift, free analysis and useful information. Get permission and then sell.

Embrace Technology and the Internet:
The Internet provides your small Business with a powerful way to automatically find, connect and serve your Clients and prospects.

Live by a Marketing Calendar:
The best way to move your marketing forward as you run your business is to create a Marketing Calendar and schedule marketing activities every single day.