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Archive for November 2014

The Magnificent 7 of Marketing

The Magnificent 7 of Marketing

It’s a stuffy room without windows and the meeting is approaching it’s second hour.  And, in the last 74 minutes you’ve heard 60 minutes of two voices (of the 9 people in the room).

They (think they) know everything.

They have all the answers (but few original thoughts).

They repeat what you’ve said as though it was their own revelation.

They shoot down everyone’s ideas.

Their words bulldoze through the great ideas of the magnificent, yet virtually silent, 7.

They have their own agenda…and it is them. They are the Vocals. They talk endlessly and often say nothing useful.


The magnificent 7 are:


Open Minded

Creative Collaborators




These are the people you want in on your team.  They are the FOCALS. They don’t claim to have all the answers, but ask the right questions.

They’re Focused on the task at hand.

They’re Open Minded and receptive to new ideas, new people and new concepts.

They’re Creative Collaborators who can weave seemingly disparate ideas.  They’re synthesizers of information and people.

They’re Analytical and evaluate solutions vs. resources. They can figure out the difference between dreams and plans.

They’re Listeners who read between the lines. They realize that good ideas can come from anyone at anytime.

They’re Strategic and focused on the objectives and not self-aggrandizement.


They are the font of ideas that can lead you to great success. The VOCALS can overwhelm you, breathing in all of the oxygen in a room. Don’t let them. Simply, don’t let them. Next time you’re in a meeting, open the door to the Magnificent 7. You may have never seen the movie (by the same name), but it’s said that they Magnificent 7 fought like 700. And, they can fight like 700 for you if you just open the door.


Wherever smart people work, doors are unlocked.  Steve Wozniak

People who think they know everything

Marketing To Yourself?

Marketing To Yourself?

Marketing To You

Your marketing is not about you.

Marketing is all about doing things to cultivate customer relationships with your market.

  • It’s not about what you think would be cool.
  • It’s not about what you want to say.
  • It’s not about what you like.

It’s about what your customers and potential customers like … and need … and want. Lose sight of that and you lose all marketing focus. Lose marketing focus and your marketing will be like throwing spaghetti at the wall to see what sticks.

You’re not marketing to you even if you happen to fall into your target market.  Don’t use yourself as the prime example of what your customers want.  You know too much.

You’re entrenched in your business and industry.

You don’t have questions. You (think you) have answers.

You wouldn’t consider a competitors’ offering.

You trust you implicitly.

You’re not marketing to you.


Your customers will consider competitors.

Your customers may not wholeheartedly trust you.

Your customers have questions and concerns and worries that you may not.


Put yourselves in your customers position.

Think from their perspective and not from yours.

Listen to your customers.

Listen to the people who listen to your customers.

Listen to your competitors’ customers.

S-h-h-h-h-h! LISTEN!


Treat your customers like you would want to be treated if you were them.

Respect their knowledge and their lack of knowledge.

Respect their fears, concerns and worries.

Respect their comparisons to competitors.


Stop marketing to yourself. Market to your customers.









Are You Running Your Business Like A Hobby?

Are You Running Your Business Like A Hobby?

Business objectiv

I don’t want everyone to know our marketing objectives. If we don’t accomplish them, everyone will think we failed.

If your objectives scare you, then they’re the wrong objectives. Tweak them…but don’t throw them out! If you’re running a business without objectives, you have a hobby. It might be a very expensive hobby, but it’s not a business. What is a business? According to Wikipedia, it’s  “business, also known as an enterprise or a firm, is an organization involved in the trade of goods, services, or both to consumers.” So, it stands to reason that if you’re trading goods and services without any objectives on revenue or profitability, then you’re running a public service or just playing around with a hobby. Even if you’re running a start-up with a deficit, you still (should) have objectives as to how much or little you’re losing. Every business needs a marketing plan. And that plan has to include objectives. If you think your objectives are too aggressive, then change them! Without objectives, you’re in a boat without oars. Sure you might happen to float to your destination. It’s not likely to happen. Do yourself a favor and set some objectives…and then figure out what you need to do to meet those objectives. Your objectives should

What Are People Saying?

I have had the pleasure of working for Susan on several assignments. One of her main strengths is her creativity and the unique talent to provide proper direction and vision to her vendors when contemplating a new project.   Although not necessary, she always found the time to pass along praise to our workforce when we went the extra mile. A true rarity these days.

Doug Robertson

How We Can Help You.

We are marketing consultants based on Long Island, NY. Over the past 20 years, we've built fierce market leaders in a broad range of businesses - from tiny start-ups to global Fortune 500 companies.  Our experience spans multiple industries from consumer electronics to financial services and from food services to photo.  We're looking forward to talking to you to see how we can help take your business to the next level.