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When putting together a marketing plan, many small businesses look at their budgets and try to think of where they can advertise to boost sales.
Instead of taking that approach, here’s a different angle… Look at your marketing plan and look at your budget and try to think of all the ways you can improve sales […]

by E. Wolf

I’ve been telling this story for years and I’m sure that just about everyone who’s ever worked with me for any length of time has heard it. Early in my career I worked as a designer and production manager for a network security firm and I was always eager to impress our VP of Marketing […]

by E. Wolf

I had an exchange yesterday with a small business owner who had been marketing his business — a retail business in a busy downtown area — through newspaper advertising and was frustrated by the lack of results.
Here’s the bottom line: the folks that sell you your ads will never admit this, but the truth is […]

by E. Wolf

A few weeks ago, I wrote about the importance of frequency in your marketing communications efforts. Seth Godin just did a great post on the subject… Read it here.
This is extremely important info for marketers and business owners and, may arguably be the single most important lesson there is to learn in advertising and marketing. […]

by E. Wolf

According to most every “textbook” definition, marketing is a science of reach x frequency. Makes sense… Get in front of the most people you can as often as possible and you’re bound to do well. But it’s a little misleading. Reach and frequency are not equally responsible for success.
Reach is definitely the sexier of the […]

by E. Wolf