Carolyn Higgins

Carolyn Higgins is the President and founder of Fortune Marketing Company. Her personal mission is to help small businesses stop wasting money on advertising and promotions that don’t deliver and help you implement an effective marketing system that will bring you more customers—consistently. For more information about Fortune Marketing Company visit the Fortune Marketing Company website or blog.

Recent Articles Published by Carolyn Higgins


6 Secrets to Creating an Amazing Small Business Website

Small business owners who just a year ago adamantly argued that their customers aren’t using the web are now jumping on board and admitting – yes, indeed they are. If you’re thinking about creating a website – or even if you already have one - follow these 6 rules to make it the effective and powerful marketing tool it should be: Read more »


6 Things Small Businesses Can Learn from Lady Gaga

I was never a fan of Lady Gaga. I grew up in the age of Madonna rolling and gyrating all over the stage in her fetish-style costumes and Ozzy Osbourne biting the heads off bats. Lady Gaga and her outrageous outfits and risqué lyrics didn’t faze me. She was just another wannabe exorbitant artist that... Read more »


Is Your Small Business Annoying Your Customers?

Marketing is about more than attracting new customers to do business with us – it s about keeping, nurturing, and “wowing” the ones we have so they buy from us again and again and rant and rave about our company to everyone they know. Read more »


5 Ways to Fit Marketing into Your Schedule

Oh – I’m guilty of it too. We get caught up in the day-to-day of our work; answering phone calls, putting out fires, payroll, inventory, life.... But the fact is, the long-term success of any business is dependent upon finding the time to invest in the future. And one of the surest ways to insure your business will be around for the long-haul and continue to grow and flourish is to implement and use a marketing plan (and a system). Read more »


Marketing Is Not Advertising, Emails, and Postcards

If I were to ask 100 people to define “Marketing” I’d probably get 100 different answers. The problem is “Marketing” has become a nice little euphemism for dirty words like “advertising”, “sales”, and “direct mail”. I want you to be aware. We all know we need Marketing, but be smart; learn what that really means and don't just trust any salesperson who calls themselves a marketer and walks into your shop selling the marketing idea of the week. Marketing is a process - it's not a one-time deal. Read more »


The Secret of Successful Marketing

You’ve been in business a while.  You’ve been buying advertising, tweaking your website, spending a fortune on yellow pages and attending all kinds of networking groups. Yet your pipeline is empty; you don’t know from  where your next job, project or sale is going to come—or even if it will come.  You have no idea... Read more »


5 Questions to Ask Yourself Before Giving up on Marketing

Here’s a conversation I have all the time: Business Owner: “Almost all of my business comes from referrals. So I don’t need to do any other marketing.” Me: “Great, then you have all the business you need!” Business Owner: “Well, no. I’m pretty slow right now. ” 100 percent of zero is still zero Does anyone... Read more »


5 Reasons to Build a Word of Mouth Marketing System

I constantly hear things like “most of my business comes from referrals,” and “word of mouth is the only marketing I need.” But when I ask these business owners, “So, how’s business?” I hear, “slow,” “things are tough right now,” or “I don’t have enough customers.” By far, word of mouth—or referral—marketing is the best... Read more »


Why Advertising Doesn’t Work for (Most) Small Businesses

Article by Carolyn Higgins Pick up a newspaper, magazine or advertising circular and look at the ads. What do you see?  A whole bunch of the same thing: a list of services; a company name; a tagline; a pretty graphic; and maybe an offer. Most businesses think of advertising in one of two ways: Put... Read more »


Disneyland Isn’t Participating in the Recession, Are You?

When I ask small business owners what their number one challenge in marketing is, I get a range of different answers. Lately I’ve been hearing “the economy,” “the housing market,” “high taxes,” or some other force that is beyond our control. So where does that leave us? If our biggest marketing challenges are these insurmountable... Read more »


Bragging Rights for Small Business

I was standing in line at the grocery store the other day and overheard a conversation between a man and a woman that went something like this: Big buff man (puffing out his chest just a little), “Yeah, I lift about 1,000 pounds a week…” The woman’s eyes got wide, “Oh wow, that’s a lot... Read more »


To Tweet or not to Tweet

Wow, social media’s reputation with small business really took a roller coaster ride this year.  First it was the “2009 Tribalization of Business Survey” by Deloitte, Beeline Labs and the Society for New Communications Research, in which surveyors found that 94% of small businesses plan to increase or maintain their investments in online communities. Great... Read more »


Top 3 Excuses for Not Marketing a Small Business

I’ve talked to a lot of small business owners over the years and I’ve heard a lot of excuses as to why they don’t advertise, promote, or otherwise market their businesses.  I want to share the top three excuses I hear and try to defuse them. 1. “I don’t have the budget” I know times are... Read more »


5 Easy Ways to Build Your Email List

Congratulations! Your New Year’s resolution is to get serious about marketing your small business. You know that email marketing is a fun, effective and inexpensive way to do it, so now you’re tasked with building your email list. Where do you start? Here are 5 tips to get you started. 1. Put a Guest Book... Read more »

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