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Sure-Fire Referral Techniques for the “Difficult to Refer” Business

Even if your company isn’t the type to easily generate word of mouth, there are still ways you can network and build your business’s reputation.
Face it, some businesses are just more difficult to refer than others. Often, those same businesses struggle to get clients even through traditional advertising methods. Although I firmly believe word of [...]

It’s the Customer, Stupid

OK, OK, so that’s a little aggressive. But really, isn’t that the whole deal? Get it right, and everything else follows. Get it wrong, and — even if everything else is perfect — you’ll still fail.
Have you ever been cornered at a party by someone who only talks about himself? Pretty annoying, isn’t it? Do [...]

Bingeing on Business Books

I sometimes think there should be a subscription service for business books. Just as Netflix does with movies and television, and certain movie chains are experimenting with for theaters you might want a business e-book subscription to keep up with the promises that each title offers. There are many, many business books, and the majority of [...]

Name Recognition Isn’t Branding

“Getting your name out” isn’t worth much when there’s no mental image attached to your name. Unaided recall and top-of-mind awareness are excellent ways to measure name recognition, but they don’t tell you anything about the strength of a brand.
York, Lennox, Rheem, RUUD, Carrier, Bryant, Trane, Armstrong, Friedrich and Fedders are leading brands of air [...]

Getting Them to Remember

Battling Sleep on Your Way to Procedural Memory
I think we can all agree that a strategically planned and well-executed PR campaign is a vital ingredient in the recipe for a bestselling book. And that your author’s goal in such a campaign is to whet potential readers’ appetites to the point that they walk into a [...]

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