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Archive for the Marketing Category

Its All About Your Customers

Its All About Your Customers


Marketing and strategy may seem demanding to many. Even though it can be pretty simple – I can simplify it further. If you only have the mind space, bandwidth, time or energy to do one thing it is to Know Thy Target Customers. After all, they call it marketing for a reason. Who is your market?

Know who they are – No matter how generic your product is, everyone an efficient, effective target

Know what they think – It’s probably not what you think.

Know what they need and want – It’s may not be the same as your needs and wants

Think about it! It IS all about your customers. Without them, nothing else matters.

Be OGLED … Not Just goOGLED

Be OGLED ... Not Just goOGLED

We Google everything. And, I’m sure one of your goals is to get more people to google your company. But, what comes next? Are they clicking on to their next search … or are they ogling you? An ogle is better than a Google!

[oh-guh l]

verb (used with object), ogled, ogling.
1. to look at amorously, flirtatiously, or impertinently.
2. to eye; look or stare at.

verb (used without object), ogled, ogling.
3. to look amorously, flirtatiously, or impertinently.
4. to look or stare.

5. an amorous, flirtatious, or impertinent glance or stare.

People are judging you. Appearance does matter. First impressions are lasting.

So, why are you ignoring the first impression people get of your company. Logos can speak volumes. They can provide a quick first impression of your company, your professionalism and your commitment to your business. A logo can differentiate you from the competition, raise your image and better represent who you are.

What are you waiting for? Go ahead and create your logo. Just keep these great tips in mind. In the long run, you’ll go beyond the Google … and be be ogled. goOGLE

How to Design a Logo
How to Design a Logo

Smart People Know They Don’t Know

Smart People Know They Don’t Know


There are three small words that can liberate you from a closed off, redundant world.

Three little words that enable consistent learning.

Three tiny words that engage others. More importantly, they’ll engage experts.

What are those three words? I Don’t Know.


Now, I don’t want to start an Abbot & Costello run of ‘Who’s on first?’. Those are actually the words.

“I Don’t Know.” Those words can be the key that unlock Pandora’s Box.


Let’s be realistic. No one knows everything. No one knows everything in their field. No one knows every perspective, every insight or every skill. No one. Nowhere. No how. In fact, they don’t know what they don’t know.


Bottom line is, the ‘know it all’s’ don’t know it all. And the world should be run by the open-minded, engaging, thoughtful people willing to have that little voice in their head that says….I Don’t Know.

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.









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What Are People Saying?

Working with Susan was an absolute pleasure. She is an astute marketer who had an unerring sense of her brand’s DNA and worked with us to ensure that the programs we created and executed together delivered against our common goals and objectives. As a brand steward and marketing partner she was about the best I have worked with.

-B. GinsbergRainmaker/ Director/ Growth CatalystEmanate

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.