Your Ideal Clients are Key to Your Marketing Success

As you reflect on 2011, also consider your clients. We all know that some people are more suited to be our clients than others. What makes them better clients than others may be as simple as a minimum level of revenue or the fact that they have office support staff.  As part of the Duct Tape Ultimate Marketing System, our clients go through in-depth exercises in determining who their ideal client is. This is a critical step in developing a strategic marketing plan. Narrowing Your Target Market – We all know that we can’t be all things to all people,
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5 Ways to Get a Jump on Marketing in the New Year

Here are 5 simple steps that you can take to get started on improving your marketing for 2012: 1) Review your 2011 marketing – If you followed a structured marketing calendar, pull it out. If not, simply start with a list of what you did and when you did it. Be sure to make note of how successful it was for the money and effort you put in. Ask yourself questions such as: Would I repeat it? What could I improve? Which things would I do more frequently? Were there some tactics which cost next to nothing but delivered? 2)
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Are QR codes worth my time?

As with nearly everything in the new social media order, the answer to the question above is, “It depends”. It depends on your goals and your plan for achieving them. It depends on who your clients are and what their habits are. It depends on how you want to spend your limited time. How you use QR codes also depends on whether you’re a B2B or B2C business. For both types, QR codes are a powerfully simple way to point a prospect to valuable content such as a how-to video, podcast or special offer. One of the most obvious applications
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Hair Salon marketing that’s a cut above the rest

“Ooh, nice hair!” Have you ever had a haircut that looks so great that people ask where you got it? Thankfully, I have, and over the years, I have taken the time to respond and give a few women the number of my hair stylist. Unfortunately, when I followed up with my stylist, she wasn’t able to tell me if the person had called to book an appointment. Perhaps they hadn’t remembered who had referred them; then again, I may not have even given them my name. Whatever the case, I found it frustrating. I had made the effort to
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A Slice of Toast for Inspiration: How a business card stands out

I love good design. So when a friend recently sent me a link to some creative business card designs, I took a break from work and checked them out. It got me to thinking about how business cards are used as marketing tools. I was thrilled the next week when I came across one of the best business cards I’ve ever seen. Next to the tasty appetizers at a chamber mixer was a loaf of business cards. Yes, a loaf! The cards were shaped like bread slices and stacked one on top of another. I had to find out about
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Marketing that Really Cleans Up

I went to one of our favorite restaurants last week, Max’s Café and picked up a napkin with me to remind me to write about it. A napkin? What does a napkin have to do with marketing? Not anything usually, unless you’re an entrepreneur or Max’s. See, Max’s cleverly uses their napkins as a marketing tool, not only a tool to wipe the drip from the Rueben sandwiches. On the heavy napkin are sayings printed in black and green type, promises, actually. Promises that it will deliver – such as your condiments before your sandwich – “You must get your
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How to harvest a quality customer list

Recently I stopped in at Harvest Home in Corte Madera, a niche home goods store. I purchased some small baskets that I found in the sale bin nestled under a farm table. While I was paying, I noticed a basket of fragrant guest soaps at the register. In a targeted effort to build their online newsletter, they were making a smart offer: if you made a purchase and signed up for their newsletter, you could take a bar of triple-milled soap with the Harvest Home name on it. Here’s why I like this: Only qualified people are on the list.
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Stay nimble and stay ahead

What to do. It’s rainy and you’ve got several hundred trees to sell. And those trees will be unsellable in a few days. In this case, Christmas tree lot owners Linda Hollman and Carl Davis came up with an ingenious way to make the purchase of a tree less of a hassle for people. They restructured their lot to allow customers to drive-through and pick out their Christmas tree without leaving the car. Simple. Effective. And affordable. I point this out because this is the type of creative marketing solution that small businesses should strive to achieve in this market.
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