Identifying prime prospects for your product, service or expertise can be like searching for a needle in a haystack. But that’s an easy challenge to overcome when you employ “Packaged information offers” in an effective manner, writes Robert Clay of Marketing Wizdom. Packaged information offers are one of my all-time favourite low-risk/high-return strategies for generating [...]
Archive | June, 2009 
Programming brings many happy returns
A client who buys a hundred times is many times more valuable to you than someone who only ever buys from you once, writes Robert Clay of Marketing Wizdom. As obvious as this should be, in most cases when someone carries out a business transaction for the first time the businesses concerned just wait passively [...]
The forgotten cost of discounting
Discounting can kill your business. Few business leaders or entrepreneurs realise that the biggest cost in their business can be something that doesn’t even show up in their accounts. When you’re doing a lot less business than you should be doing, it’s all too easy to push the panic button and offer discounts just to get more people through the door. In most cases these discounts make no difference to the number of people who come through the door. But even if they do, these, or any other form of discounting, can turn into a serious and very expensive mistake […]
Why it pays to move upmarket
Move upmarket if you want to become more successful. Not so long ago Tesco was regarded as a downmarket “Pile ’em high, sell ’em cheap?” outfit, writes Robert Clay of Marketing Wizdom. I know people who wouldn’t have been seen dead going into a Tesco supermarket. If they HAD to go into one they’d park [...]
The key to profitable long-term business right now
The concept of acquiring new customers at a breakeven or slight loss sounds crazy to some people, writes Robert Clay of Marketing Wizdom. Why would you even want to do it? After all, staying in business requires you to make a profit on every sale … or does it? Acquiring new customers at a breakeven [...]
Innovation is the key
The time to innovate is now. It is widely understood that the current global economic downturn is one of the most severe of the past 100 years, writes Robert Clay of Marketing Wizdom. While some believe that people (and the media) talked the downturn into existence, the realities must still be acknowledged. Major banks and [...]
Build a superior lead- or sales-generation machine
Nearly one billion people use Google to search for an untold range of topics. No other advertising medium draws such a vast crowd. This article explains the benefits of sing paid search, and the basics of setting up Google AdWords campaigns.
Get your share of 61 billion online searches a month
Since Google AdWords was launched in 2002 the face of advertising has been changed almost beyond recognition, writes Robert Clay of Marketing Wizdom. Using AdWords it’s possible to achieve things today that could hardly be imagined just ten years ago. When Google was founded in 1997, the “big boys” in internet search like Yahoo, AltaVista [...]
The most prolific product ever seen
In the last few years we’ve experienced a world of rapid change brought about by the internet, writes Robert Clay of Marketing Wizdom. The internet has fundamentally changed what we do on a day to day basis, from the way we communicate and do business, to politics, entertainment, culture, health care and just about everything [...]
Tell your story and change perceptions
Successful marketers tell a compelling story, and that story creates word-of-mouth. They don’t talk about features or even benefits. They tell a story that we intuitively embrace, buy into, then pass on to other people, writes Robert Clay of Marketing Wizdom. Companies go from start-up to market leadership through the correct use of stories. By articulating [...]
The ingredients of a great story
You need to tell your unique story. So what are the key ingredients? Developing your “behind-the-scenes” story is one of the most powerful and valuable things you can do for your business or organisation, writes Robert Clay of Marketing Wizdom. If you don’t have a compelling story to tell, one that explicitly sets out everything [...]
You have a great story to tell … so tell it!
You have a story to tell in your business. And you need to tell it! If you really want people to buy into your product, service or expertise, it is incredibly important to fully and deeply educate your prospects and clients about what you do.
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Robert Clay: Hello Kristen, thank you for your comment. Yes I a...
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Kirsten Osolind: Hmm. Sounds like you are speaking about "business...
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Rod Stobo: Robert, I'm concerned this makes discounting soun...
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Shaleen Sinha: I believe this is the first time I have ever bothe...
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Doug Brockway: Knowing where to precisely hammer the nail is inde...
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Giles Farrow: Economists will tell you that in a perfect market,...
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