Drew Schiller

Posts tagged as:

value

Why Your Marketing Fails

January 18, 2010
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Okay, I admit it: I’m writing this more for me than for you. But you might get something out of it anyway.
We marketers are selfish, selfish beings. 99 times out of 100 we create new products and marketing campaigns because of what we want, rather than in response to what consumers need.
Sure, as [...]

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Don’t Be A Dime A Dozen

June 8, 2009

Answer this question: What business are you in?
If you answered with the type of product you sell (i.e., “I’m in construction”), you’re wrong. Products are commodities, and companies that focus only on the products are a dime a dozen. Companies that focus on the service they deliver have the opportunity to create uncontested market space.
Every [...]

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Add Value To Your Bottom Line With Your Brand

May 11, 2009

Businesses, especially small ones, are traditionally valued by what can be tallied by accountants and auditors. Sales, inventory, payroll, accounts receivable, debts, etc. This is a fine way to value a business to settle on a purchase price, but this doesn’t account for what I see as the most important factor in valuing a small [...]

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How to beat the Internet

April 16, 2009

The low overhead, drop shipping, and economy of scale of Internet businesses make it impossible for local businesses to compete on price. So don’t even try.
Local businesses need to compete on value. Consumers want the lowest price available, but they are almost always willing to pay for services “included” in that price.
If you shop for [...]

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Making lemonade

March 27, 2009

I heard a woman interviewed on the radio the other day about how she lost her job, has no idea how she is going to pay her bills, and yet she is happier than she has ever been. It turns out this “making lemonade out of lemons” attitude is somewhat common for the newly laid [...]

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Increase your brand’s value in a recession

March 4, 2009

As the economy continues to slump, it’s no secret that consumers spend less. To counter this, many businesses offer discounts and increase their marketing efforts to spread the word. The misconception here is that by cutting prices, consumers will see a good deal. The reality is that while discounts may work in the short term, [...]

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