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Whether you sell products in a store or a catalog, or on a Web site, marketing the experience of ownership is critical in making the sale. Studies show that even with high-ticket items like cars, consumers are driven more by desires than product features. The fantasy of experience offers rich opportunities for creative exploration on Web sites — a Read More

As part of a small-business network Visa designed for Facebook, the world's largest credit and debit card processor is paying for $2 million of advertising on the socializing site. Visa is giving a $100 advertising credit on Facebook to each of the first 20,000 U.S. businesses that download the Web application needed to join the network, which de Read More

If a consumer were to scan her inbox of retail, corporate emails right now, each one would have a subject line that is an offer. Everybody wants the consumer's money, but nobody addresses the consumer's relationship to their company, though they can. Long-term, lifecycle emails train a customer into becoming a better one, and they enhance the Read More

It should be a simple thing but simply saying, "Hello, welcome to our email list", isn't the way to invite or welcome new subscribers into your database. Could not knowing what to say to new members be what is keeping most email marketers from sending welcome messages? It definitely could. Which brings me to the point: just what should an email Read More

Few would question this simple truth: Businesses must differentiate. Growth, profit—survival, even—hinge on their ability to set themselves apart from competition. But is the common wisdom correct? Is most everything you've read and heard about differentiation wrong? Read More

There is an old saying that goes; “Employees don't quit working for companies, they quit working for their bosses.” Regardless of tenure, position, title, etc., employees who voluntarily leave generally do so out of some type of perceived disconnect with leadership. Furthermore, while the accuracy of exit interviews are somewhat debatable, they no Read More

Talk to entrepreneurs about their marketing and communications efforts, and they'll often use the words "branding," "marketing," and "advertising" interchangeably. That reflects the pervasive confusion about the terms, says Gail Guge, managing partner of Wilkin Guge Marketing in Ontario, Calif.. "About 15 years ago, 'branding' became a b Read More

A new report issued by The Media Audit reveals that 43.8 million U.S. adults have read an alternative newspaper or visited an alternative newspaper's website in the past 30 days. The study, which compared past four issue readership among 117 papers across 88 U.S. Markets, reveals an average readership of 374,296 adults in 2007 compared to 362,938 Read More

In the 2008 American Express OPEN Spring Monitor, they found a sharp contrast between business owners over sixty and the small business population at large as they manage their way through the current economic uncertainty. Entrepreneurs over sixty are taking actions that show they learned from their past experiences with inflation. Although the Read More

One of the best ways to increase your income is not to market for more work (ie, new clients), but to get it from existing clients. This is an often overlooked marketing method and missing it is like throwing money out the window. Following is a 3-step plan designed to get more work from your existing client base. Read More