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  • What business are you in?
    when I first started selling industrial cleaning machinery my boss tutor told me the most important thing to do when selling someone a vacuum cleaner was to find out the relevant benefits A vacuum cleaner is a vacuum cleaner in anyone s world but the reason that they will buy it in preference to another is if they want it more The same applies for everything and your points about what the result of their purchase is rather than the product service itself have certainly reminded me of the powerful message my boss taught me all those years ago Thank you Comment by Adam Cowper Smith 12 Mar 2010 19 13 Oh this is SO true Sharon In these days of ever more technical products in every facet of our lives it is so easy to get hung up on the features of your product this chip does that this motor produces this much power this console has this much processing capability etc What does it mean Unless the consumer is completely wrapped up in the technical jargon it just confuses them and can eventually turn them off Far far better to ask what are you looking to change improve do Then explain how your product or service can help them achieve that and what any other spin off benefits are You need to understand your product of course but not so you can blind people with science Instead it is an understanding of the applications that makes a sale more likely Excellent stuff Sharon Comment by Terry John 12 Mar 2010 09 39 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 4805 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/603458/what_business_are_you_in_.rhtm (2016-02-14)
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  • Why most marketing fails
    on it The process of converting a prospect into a client can take many months years in some cases Jolles tells us that we spend 79 of our time in the consideration phase umming and ahhing over whether we have a need or not Our marketing contact programmes must therefore be multi faceted and continuous Of course the process doesn t stop when our product or service has been selected We need to keep engaging the client to make sure that our solution has properly met the need and then stay in touch to ensure retention repeat purchases and up sell When we look at the buying process in this way it is obvious that simple outbound campaigns are destined to fail Marketing must comprise multi touch activity that builds dialogue and engages the prospect at all stages in the buying process The theory when converted to practice produces results Recent research by Forrester Consulting showed that businesses that market successfully Focus on lead generation as a process Profile and segment prospects based on customer behaviour not just demographics Design content that builds dialogue Employ some form of lead scoring prioritisation measure Nurture prospects that are not yet ready to buy Make certain that marketing works collaboratively with sales The Forrester research further shows that these businesses enjoy a more robust pipeline better customer insight improved marketing and sales accountability and ultimately improved marketing ROI What more can anybody want Neil Edwards Managing Director The Marketing Eye Acknowledgements How managing leads pays off in a stronger more qualified pipeline Forrester Consulting November 2009 Adam Needles Demand Generation Blog 2009 10 Tweet track back URL add comment Comments Another pertinent post Sharon In fact the timing is spooky take a look at this post of mine last week citing a colleague and friend of mine David Gilroy http du umarketing blogspot com 2010 02 how long is piece of string html Comment by Rob Evans 24 Feb 2010 18 33 I have always read these blogs with great interest I am now in the process of expanding the business and have appointed a person to make certain that we market effectively and consistently One of the first things I did was make her read the blogs I notice that there is more from the guest blogger this week in South East Business magazine Comment by Peter Norfolk 24 Feb 2010 12 44 Another fascinating blog post from The Purple Edge I always aim to save them for later but somehow manage to interrupt what I m doing to have a good read sooner rather than later Comment by Clare Hamilton 23 Feb 2010 11 37 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 3284 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/602522/why_most_marketing_fails.rhtm (2016-02-14)
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  • Marketing Online - Should You Do it Yourself?
    can of worms and quite often particularly with PPC so easy and expensive to get wrong The 85 statistic is one that s bandied about but I think it depends on the type of business For example we have clients who have virtually no other websites linking into them but are strong in Google because of on page optimisation that works particularly if they re geographical type searches However when it comes down to really competitive phrases then yes the off page optimisation is really important But for smaller businesses particularly geographically targeting their potential customers on page SEO can get great results Personally my view is that the way Google gives credibility to websites that have numerous links into them is extremely flawed as we all know how easy it is to generate links that appear to be good quality but actually mean nothing Things will change in time and hopefully Google will wake up and realise that natural positioning should be less reliant on factors such as how many links and their quality go into a website and focus more on finding ways to demonstrate how good the website is something that the social web will hopefully contribute towards My question would be just because a company is top of Google natural search results does it mean they provide a better service or product than those below them Currently the answer is no it just means that they have been better at SEO Is that good for the buyer of products or services who could potentially get a raw deal Not in my view I think it s only a matter of time before things will change but not in the short term unfortunately Maybe just maybe the tie up between Yahoo and Microsoft may innovate in some way and force such change Comment by Andy Harris 2 Mar 2010 10 53 Sharaon thank you for a really useful article I m trying to promote 2 software applications one is a learning management and course content creation product called Learnbubble See www learnbubble com and by its very nature it is a real challenge to find keywords phrases that don t return millions of results I ve decided to get help with this as Elmstone is spending money for no results The other is a suite of Health and Safety applications see www elmstonesystems co uk products html At least this is a bit more specific and maybe I will watch the stats for a while to see how the natural searches do But the most scary statistic you mention in point 6 that 85 of natural search results positioning is down to other people sites linking to you This is an area I am going to give more serious thought to Louise Perryman Elmstone Systems Ltd 01304 382410 Comment by Louise P 12 Feb 2010 11 59 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/602079/marketing_online_-_should_you_do_it_your.rhtm (2016-02-14)
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  • What does your brand say about you?
    improve their business which was of course our objective Looking after your brand is essential if you want a great future for your business it doesn t have to be expensive but it does have to be thoughtful and considered Peer review proved to be a powerful tool for getting really valuable feedback and is something that you can all do with friends family or colleagues as long as they are some what representative of your target audience Don t ask a teenager for input if they are not in your target market you could be sent off down the wrong track completely If you haven t asked recently then I suggest you give it a go and find out what does your brand say about you Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 2567 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I m racked Mar 2015 One to One Personalised Marketing should be the norm for all businesses So why aren t more companies stepping up 20 Mar 2015 19 06 Personalised marketing campaigns driven by online data collection are fast becoming a key Feb 2015 The businesses who missed the point 18 Feb 2015 15 31 Your business start up How to avoid no one turning up to your party Achieving goals takes practice 7 Feb 2015 13 13 Where did January go I m already

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/601108/what_does_your_brand_say_about_you_.rhtm (2016-02-14)
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  • Marketing Myth #7: the lowest price will always win
    choose where you position yourself if the rest of your offering backs it up Quality is remembered long after the price is forgotten Ed Sabol founder NFL Films One advantage many small businesses have is the opportunity to vary and test their pricing to find out just how sensitive their customers are My advice would be having weighed up all your options on the above factors start off slightly higher than your first instinct You can more easily lower price than raise it as many companies who have rushed to discount in the recession will find and you might be pleasantly surprised to find that the increased profit per transaction makes up for slightly lower sales And before you even consider lowering your price make sure you have done everything you can in your marketing to identify and communicate the value of what you are offering Otherwise you are just throwing money away Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 1218 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I m racked Mar 2015 One to One Personalised Marketing should be the norm for all businesses So why aren t more companies stepping up 20 Mar 2015 19 06 Personalised marketing campaigns driven by online data collection are fast becoming a key Feb 2015 The businesses who missed the point 18 Feb 2015 15 31 Your business start up

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/599877/marketing_myth_7_the_lowest_price_will_a.rhtm (2016-02-14)
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  • My Christmas Gift to You
    you are to ensure you are delivering great value and communicating effectively You can also test and confirm the assumptions you have made in your plan are there enough of them out there to deliver you the income and profit you are forecasting Simply taking a little bit of time out each week to speak to your customers or follow up on a product service delivery can give you vital feedback and ideas on how to continually improve Growing your business is in your hands and it is only through the Marketing decisions you make that you can do that What could possibly be more important use of your precious time Merry Christmas and a Marketing Happy New Year Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 7529 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I m racked Mar 2015 One to One Personalised Marketing should be the norm for all businesses So why aren t more companies stepping up 20 Mar 2015 19 06 Personalised marketing campaigns driven by online data collection are fast becoming a key Feb 2015 The businesses who missed the point 18 Feb 2015 15 31 Your business start up How to avoid no one turning up to your party Achieving goals takes practice 7 Feb 2015 13 13 Where did January go I m already staring the middle of February in the face

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/598524/my_christmas_gift_to_you.rhtm (2016-02-14)
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  • Marketing Myth #6: Doing something is better than nothing
    dust in the warehouse which ended up costing the company 48m and dragging their name through the dirt For you the stakes may not be as high but the lesson remains the same Don t be reactive be proactive and plan your marketing thoroughly to increase your changes of success When resources are limited be that time or money it makes even more sense to take considered decisions on how you use them When not if you do your marketing plan you will do the analysis and thinking that will increase your understanding of your customers and market Armed with this knowledge you will be better placed to make instant decisions and take advantage of those not to be missed offers with greater chance of success Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 9506 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I m racked Mar 2015 One to One Personalised Marketing should be the norm for all businesses So why aren t more companies stepping up 20 Mar 2015 19 06 Personalised marketing campaigns driven by online data collection are fast becoming a key Feb 2015 The businesses who missed the point 18 Feb 2015 15 31 Your business start up How to avoid no one turning up to your party Achieving goals takes practice 7 Feb 2015 13 13 Where did January go I m already staring

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/595771/marketing_myth_6_doing_something_is_bett.rhtm (2016-02-14)
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  • Marketing Myth #5: Marketing is Expensive - except on the Internet
    and the overall impression you are conveying to your customers Many small business websites look too obviously homegrown There are many freelance designers to choose from and their time tends not to be extortionately priced but the value reflected back into your business through good design can be priceless Writing is an easier skill to acquire and is something that I think I m not bad at But my range of styles is limited and it takes me a long time agonising over how to say something in the right way Much better that I spend my time on the things that I do very well and engage a professional writer where it really counts for the press for example or for email marketing getting back to what is cheap and therefore deceptively easy If you get it wrong or waste your time then marketing on the internet can definitely be expensive just as much as any other marketing activity Any spend on marketing should be seen as an investment in the growth of your business rather than as an expense and the budget managed accordingly to deliver value focused around customers and objectives And that is true whether you do it yourself or pay someone else to do it for you Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 4973 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something that I The 1 sin in content marketing mea culpa 15 June 2015 21 27 I m just home from a day s training in the latest in digital marketing strategy and I

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/595029/marketing_myth_5_marketing_is_expensive_.rhtm (2016-02-14)
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