Enjoy these new marketing articles published in the www.Torok.com online library.
Marketing Disaster in the Details: Sears Catalogue Case
Marketing can make or break your business. Marketing is about sending messages. Marketing is everyone's responsibility because each staff member sends messages about your business. Often your unintended messages have a greater impact then your intended messages. What affects your marketing messages the most? Details! Are you attending to the little details that make or destroy your marketing message?
How to make sponsorship work for you
Sponsoring is a friendly way of marketing. It's much friendlier than advertising. When prospects are on the receiving end of your advertising they know that you are trying to sell them something. So naturally their guard goes up. They prepare to deflect your advertising assault. And they are looking for the fine print. They are searching for the lie in your claims. Mass market advertising can be the least effective form of marketing and it's very expensive.
Marketing Benefits vs. Features: Will it make me late for dinner?
Stop telling your customers about horsepower (feature) when they are concerned about missing dinner (benefit). One of the biggest marketing mistakes is to talk about features like horsepower when your customers only care about benefits like getting home for dinner.
The Van Gogh Syndrome can kill your business
Vincent Van Gogh was an artistic genius. His work is an inspiration to artists and coveted by art fanciers. He was a superb artist. He challenged the norms and created powerful art. Van Gogh was unique. He was a master of his craft. He was a prolific artist. Today many of his paintings sell for millions of dollars. But he was a business failure.
Build your network faster with smarter questions
Networking can be a waste of time or it can be very profitable for you. What determines the difference? You - and how you approach the science of networking. To build a more profitable network you need to understand and master the power of questioning. Networking without good questioning is doomed to failure.
George Torok
Marketing Expert
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