Be the Authority

Demonstrating authority to customers often means they will trust you more with their business. Psychology has recognized that when the same information is presented by someone with a position of authority and by someone without a position of authority, the information is more likely to be believed when presented by someone in a position of…

Ad Equivalency: How the Press Can Work Just Like Paid Advertising for Businesses and Non-Profits

Team Rubicon members taking part in flood relief operations One of my passion projects is working on the marketing and public relations needs of Team Rubicon, the veteran-led disaster response organization. I manage this department for the Northwest United States, from Alaska to the Dakotas.  In particular, I focus on using the media to spread…

To Hell With The Slow Season

The Carbon River, just outside Mount Rainier National Park, WA. Summer is – supposedly – the slow season for businesses. “Everyone’s on vacation,” newspapers tell us. This is nonsense. While customer behavior may change, regardless of whether your business is a B2B or B2C enterprise, your business’ operational tempo shouldn’t change. Slow times are great…

Why Not Market to Everyone?

“Why not market to everyone? We want the most number of customers possible.” Frankly, this is a valid point. All businesses want to maximize the number of potential sales they can make. However, in order to maximize the number of potential sales, it is critical that businesses don’t market to everyone. Photo by Kim Gorga…