Sales and Marketing

Turning Your Media Pitch into a Media Hit

Anyone who has ever read a book on sales or taken a sales course has heard it: on average it takes anywhere from 3 to 10 contacts before a sale is reached. Although sales and publicity are very different animals, the same rule of thumb applies when pitching your release or story idea to the...


Outline for a Marketing Plan

The exact nature of your plan, and your marketing situation, dictates its contents. You add detail or take it away to suit your needs. In the real world you’ll want to customize your outline according to whether you are selling products or services, to businesses or consumers, or you’re a nonprofit organization. Although the outline...


Seven Rules for Legal Advertising

Advertising is regulated by both federal and state law. Under the law, your ad is unlawful if it tends to mislead or deceive. This means the government doesn’t have to prove at an administrative hearing or in court that the ad actually fooled anyone — only that it had a deceptive quality. Your intentions don’t...


Making a Market Forecast Estimate

Relatively few marketing plans are blessed with budgets for professional market research. When you can’t pass the problem to professionals, then you have to make some intelligent estimates. Get comfortable with the idea of making good educated guesses. Many people think there is something magic about this, some technique they don’t know that the experts...


What Is a Market Forecast?

A market forecast is a core component of a market analysis. It projects the future numbers, characteristics, and trends in your target market. A standard analysis shows the projected number of potential customers divided into segments. This example of a simple market forecast defines two target market segments and projects the potential customers in each...


Understand Your Competition

To truly understand the strengths of your own business, you must understand your competition and your positioning. Who competes with you for your customers’ time and money? Are they directly selling competitive products and services, substitutes, or possible substitutes? What are their strengths and weaknesses? How are they positioned in the market? Your competitive analysis...


Getting Noticed on a Shoestring

Here are a few ideas to get your business noticed if you are on a tight budget: Write and distribute press releases that are newsworthy, and send them to newspapers, magazines, and television and radio stations. If only one media outlet airs the story, you’ll have free access to thousands of people. Renting space at...


Local Marketing Ideas

The best way for you to get known is to use a mixture of conventional advertising and shoestring marketing techniques. Here are several ideas: Order a listing in the yellow pages if you haven’t done so already. You may have to wait for several months before the next edition is published, but at least call...


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