Marketing Tips video: Marketing is More Than an Art

A common myth is that marketing is an art. The reality is that marketing is a science and like any behavioural science it is imperfect. It is important to recognize that like any science related to business the numbers are critical. Every good marketer needs to understand the numbers.

Enjoy this Marketing Tip video from George Torok reporting from the streets of the big city.



George Torok Keynote Marketing Speaker Co-author of Secrets of Power Marketing Get your free copy of "50 Power Marketing Ideas" Power Marketing on FaceBook Marketing Zoo on Twitter

Business Cards: Simple and Effective Graphic Design

I stayed at the newly opened Hotel Red in Madison, Wisconsin, USA. When I picked up their business card, I was entranced and impressed with the graphic design.

What you see above are both sides of the business card.

When you look at the front of the card (as shown on the left) the placement of the first part of the name "Hotel" - squeezed at the right edge of the card prompts you to turn it over.

On the back side (as shown on the right) is the rest of the hotel name "Red".

It follows a simple principle of graphic design and it works. Nicely done Hotel Red!

Good design should move people.

PS: An amateur designer would have centered everything.

Why consumers prefer 70 items for $29 and not $29 for 70 items

Facts might not matter as much as presentation.

You probably suspected that.
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Presenting item quantity information before price (70 songs for 29 dollars) may make the deal appear much more appealing than if the price were presented first (29 dollars for 70 songs ).

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That's a curious result form this marketing study.

Learn more here
http://truthdive.com/2012/01/18/Why-consumers-prefer-70-items-for-29-and-not-29-for-70-items.html

Election Signs: Questions & Lessons for Marketers

Do election signs win municipal elections?

And if so what is most important? Number of signs; design; mix of small, medium and large; locations…

How are the results of signs-to-votes measured? Has this ever been studied and reported?

I think there are two types of voters – decided and undecided. The undecided fall into two categories – informed and uninformed.

Are informed voters influenced by election signs? Probably not.

So, what is the impact of lawn signs on uniformed voters?

Do uniformed voters select the name on the last sign they remember? Do they select the name that they saw most often? Do they select the name from the sign on their neighbour’s lawn? Does that depend on the relationship they have with their neigbour?

It seems to me that lawn signs are targeted toward the lowest element – uninformed, disinterested and undecided. Is this the segment that decids the election results and hence our government?

If lawn signs are effective advertising then more businesses should use them. Real estate, roofers, driveway pavers and other home contractors use lawn signs. Why don’t restaurants, dry cleaners, travel agents, lawyers and taxi companies use lawn signs? When you feel like Pizza just check out the neigbours’ lawn signs.

Are lawn signs meant to create 'name familiarity'? If so, then only the challengers need signs. The incumbants are already known - if they have been active in the community during their term of office.

What’s the difference between one sign on a residential lawn versus one at a busy intersection? The intersection get’s more views but it is clearly advertising which we have been trained to ignore. The sign on the home-owners lawn signifies support and likely a vote.

The sign on public property might be seen as urban clutter or litter especially when planted alongside many other candidates’ signs. If your opponent has three signs at an intersection would your case be stronger if you planted five or ten of your signs? Is that what it takes to convince voters?

Watch for more posts and photos about election signs.

George Torok

Marketing Strategist & Tactician

Return My Call Please

Do you wish that more people would return your phone calls? Do you know why they don’t? What to you need to do differently to get more of your calls returned?

Okay. Let’s deal with one question at a time. If you are making sales calls and leaving messages then one of life’s frustrations can be not hearing back from people.

Do you wish that everyone would return your phone calls?

Not necessarily. You only want the right people to return your calls. You don’t want to waste your time with people who don’t want or can’t buy what you are selling. So those folks are doing you a favor by not calling you back. In fact your message should dissuade them from calling you back so you don’t waste time with them.

Encourage the right people to call you by leaving a message that states your unique benefit. Be clear on who you want to call and their interests.

For example, don’t leave a message that simply states your name and phone number with the message, “Call me”, “It would be great if you call me” or “I’d appreciate your call”.

Those messages are vague, rude and annoying. It’s ineffective, because there is no reason to call. Adding “please” doesn’t make it more appealing to call you.

The main question in the mind of the listener is “Why?” The second question is “What’s in it for me?” When you leave a voice message you must answer both of those questions if you want prospects to call you. The resulting conversation will already be heading in the right direction.

Consider these examples:

“For a no-obligation quote to re-shingle your roof call us.”

“Leaky pipes and backed-up toilettes are stinky situations. Arrange your annual free system checkup to avoid messy disasters.”

“How much did you spend on advertising last year? Do want a better return on that investment? Call now for a free evaluation of your advertising choices.”

“Does your business experience highs and lows? Learn how we can supply trained staff when you need it without the costs of hiring and firing.”

Add your phone number. Say it slowly and repeat it to make it easy for people to write it down.

That whole message can be delivered it about 30 seconds or less.

Notice how each message clearly defines who will benefit from your service and why they would want to call.

Do that and you will get more of the right prospects calling you.


George Torok
Power Marketing

Marketing Definitions in the Raw

Marketing has become a cult. It is rife with mysterious terms, magic powder and self-anointed gurus.

Use this list of definitions to better understand the terminology and refute some of the ridiculous statements of the high priests.

Warning: some of these definitions might offend some people. The opinions expressed are those of the author.

Marketing
Marketing is about sending messages. Everything you do or don’t do sends a marketing message. The purpose of marketing is to help you sell more.

Permission Marketing
This term was made famous by Seth Godin. The opposite of permission marketing is interruption marketing – which according to Seth has been the standard marketing practice of the past century. Permission marketing simply means asking if your audience is interested before you speak.

Social Marketing
Social marketing (also called cause marketing) has been around for decades. It breaks down into two versions: business marketing that piggy backs on a social issue, and marketing to promote a social issue. Examples of the issues include the environment, equal rights, poverty, animal rights, community, children, health…

Network Marketing
Network marketing was the renaming of multi-level marketing made famous by Amway. What was once called multi-level marketing became network marketing. It has little to do with networking. And they keep changing the term to ward off the stigma that seems to quickly attach itself. It is probably called something else now.

Marketing Research
Marketing research is the high-priced label given to the task of finding out what people really want and what do about it. It means asking good questions, listening and taking accurate notes.

Marketing Guru
Someone who wrote a book or several articles about marketing and charges you a lot of money to tell you what to do with your marketing. If you invested enough time and thought, you would probably figure it out on your own.

Marketing Company
Often just an advertising agency. They used to proudly call themselves ad agencies. Maybe they want to feel and project more value with the marketing label. They still create and sell you ads. Some of them help you get media exposure. Those are usually called PR firms. (Public relations)

Viral Marketing
Cool name. Like a virus – it has a life of its own. It means marketing that others do for you. It means “other people talking about you.”

Guerilla Marketing
A term made famous by Jay Conrad Levinson. The idea is based on guerilla warfare – when a force that is inferior in size and resources can beat a vastly superior opponent with the use of creativity, flexibility and focus.

Monkey Marketing
If gorillas can market then why not monkeys? Some folks market like monkeys – just screeching, eating bananas and moving on when they get bored.

Amoeba Marketing
Strip away the nonsense and follow the simple basics. What could be simpler than an amoeba? More business owners need to simplify their marketing process.

Online Marketing
Any marketing that you do on the Internet.

Offline Marketing
Offline marketing is everything else. Do you remember before the Internet? The offline world is still around and very important.

Offside Marketing
Happens when the marketing department gets out of control and chases marketing awards instead of focusing on the business needs. Maybe this should be a firing offense. Just ask Donald Trump.

Marketing Department
In many corporations they are composed of graphic designers who create and/or buy ads.

Marketing Budget
Often a number you are too embarrassed to reveal. (Unless you are Coke or Nike)

Marketing Degree
It might just be a worthless piece of paper, unless you want to work in a corporate marketing department or a marketing company. (See above definitions) Also valuable to help you become a marketing professor – so you can teach the same useless textbook lies to others.

Learn those definitions and study for the exam.


© George Torok is the co-author of the bestselling, Secrets of Power Marketing. It is the first guide to personal marketing for the non-marketer. Get your free copy of “50 Power Marketing Ideas” at http://powermarketing.ca/ Arrange for a marketing speech, executive briefing or training program at http://www.torok.com/ For media interviews call 905-335-1997
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Marketing Definitions in the Raw

More Marketing Articles from George Torok

Marketing Tips on Twitter

Strategic Positioning: What is it?

My new presentation on Strategic Positioning went very well. It was a workshop format for about 20 owners of medium sized businesses.


This was less about me speaking and teaching then it was about asking probing and disturbing questions. That type of presentation is always a little scary for me because I don't have the answers - only the questions.


The business owners realized that they must find the answers. That was an "ah-ha" moment.

Some of the issues and questions that we explored:

How to recognize the difference between acute and chronic problems and the connection to changing strategy or tactics.

Where are you now in terms of current strategy whether on purpose or by circumstance?

Five competitive forces that play with your strategy.

Identify your resources and how to leverage them.

How can you quickly generate a lot of creative ideas on demand?

What can you do in each of the four quadrants to develop new markets and products?

Some marketing strategies and tactics to consider.

This was a serious group of business owners yet we still had some laughs. I was impressed at the depth of discussion and exploration that we accomplished in this session. Of course no one-day workshop fixes anything, especially on the topic of Strategic Positioning - so everyone left with plenty of take-aways and homework for their business.

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Comments from the business owners about this program on Strategic Positioning

"George takes complex business challenges and provides simple actionable tips to tackle them."

Kevin Hiebert, President, Cell-A-Net Printer Services

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"Invaluable perspective on leveraging business through effective marketing."

Bob Alsip, President, Convenience Group Inc.

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"Clear route map to establish a realistic strategy."

Paul Herman, President, Firwin

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"I enjoyed the presentation because it forced me to think of my business from a 10,000 foot view. I will use this opportunity to build a stronger company."

Chris Giles, President, Dyamic Connections

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George Torok

Strategic Positioning

Executive Briefing for Business Owners

Five Rules to Building Your Successful Marketing System

As a marketing expert I am often asked, “What is the most important element in a successful marketing program?”My answer is, “Follow a good marketing system.”

My research and experience includes interviews with over 450 business leaders, my consulting work, travel through 35 countries, market research and my experience from building my own business.

I have noticed that following a system is critical to success in life and any field of business – especially marketing.Too many people fail when they try to run their life, their business or their marketing by the seat of their pants. They make the mistake of believing that luck, talent and flitting about will pull them through.

What a mistake and what a shame. They fail quickly - especially in an unpredictable environment. Sometimes you get lucky but luck can and does change quickly. Counting on luck is a disastrous marketing strategy.

Follow good systems in every area of your business – especially your marketing.
When you are ready to witness the power of systems first hand – visit Las Vegas. It is a city that is built on systems. The hotels and casinos follow systems with a robotic obedience. First they designed powerful systems and then they follow them. Walk through the casinos and watch how they do things. They follow terrific systems. And they make money.

If you want to make money like the Las Vegas casinos apply these five rules in your marketing systems.

The fundamentals for a good system are the same in any field.Rules to a Successful (Marketing) System

1. A system is a process. It is the means to the end. It is not the goal. Be clear on the purpose of your system. That will keep you focused and motivated. When the system is not working – change it.

2. A system is built on a key principle or set of principles. These are fundamental truths that are transferrable across industries. The principle answers the question “Why?”

3. A system is a set of habits and routines. Almost like a series of logic statements; if this condition exists then do that. A system is not dependant on how you feel. That’s why you get consistency.

4. A system must be persistent and consistent. This is closely related to the previous point. Don’t expect 100% success. The system works because of the numbers. You win some and you lose some. The better that you apply your system the more you will win.

5. Measure your results. Systems are created imperfect. Record your results, analyze them and adjust your system to produce better results. That’s the way pilots fly planes. They set a course, see how they are doing and adjust the controls to stay on course.

Where do you want to improve your business? Create and follow a system to achieve your goals.
Follow these five rules and you will build good systems.
Build your marketing systems by indentifying important marketing principles. Then create and follow a process based on that principle. If the principle is sound then build the process and follow it religiously.

Remember that following an imperfect system is better than having no system. Building your business and marketing systems will lead you to more success.


© George Torok wrote the book on marketing systems – Secrets of Power Marketing. It is the first guide to personal marketing for the non-marketer. Get your free copy of “50 Power Marketing Ideas” at http://www.PowerMarketing.ca Arrange for a keynote speech, marketing briefing or media interview by calling 905-335-1997 or visiting
http://www.Torok.com


Five Rules to Building Your Successfull Marketing System

8 Marketing Truths that Will Make You More Profitable

Beware of the dangerous marketing myths that can destroy your business. You’ve probably heard most of them. Many are spread by the marketing mystics who don’t understand or don’t want you to understand the simple realities of marketing. The challenge for you is to sort the truths from the myths and the mystics from the masters.

Read this article and study each of these marketing truths to increase your profits and reduce your losses. Think about how you will apply these marketing lessons to improve the profitability of your business.


1. Marketing is about sending messages
Everything you do or don’t do sends a message. Marketing is much more than advertising. Marketing includes your customer service, company policies, telephone manner, community presence and supplier relationships.

2. Marketing is about building relationships
We would rather buy from those we know and like. Marketing is how you help prospects know and like you. Marketing builds and maintains the relationship that keeps them coming back for more.

3. Marketing is long term
The payback on your marketing of today might happen next week, next month or next year. In some businesses the cycle could be even longer. Learn what your cycles are and stick with it throughout the cycle.

4. Marketing is part art and part science
Effective marketing is built on systematic principles and based on the science of persuasion. The delivery of your marketing is differentiated by your personal flair and flavored by the art of creativity.

5. Marketing is always happening – whether you intend it or not
Some business owners claim they don’t market. Nonsense! You cannot – not market. Everything you do is marketing. Some of it is intended and much of it is unintended. But you are always marketing. The question is “Are you aware of the messages you are sending?”

6. Marketing is everyone’s role and responsibility
It’s easy to identify your sales staff as the ones who close the deals. “Who’s marketing?” is a more difficult question. You are missing the point if you think marketing is the sole responsibility of your “marketing department”. Everyone in your company is marketing, from the delivery-van driver to the accounts payable clerk, to the production foreman.

7. Marketing is everything you do that makes it easier to sell
Good marketing helps you close deals. Bad marketing wastes money and kills deals. Evaluate all your marketing actives and rate them on how well they help the sales process. Stop or improve any marketing that you rate as possibly negative.

8. Marketing occurs on both a direct and indirect level
The Facts and the Feeling.The Intellect and the Emotion.The Look and the Smell.The Realities and the Perceptions.It is the second part of each of these comparisons that moves people to buy or decide not to buy. Facts don’t matter much when it comes to the buying decisions of your clients. The indirect level of marketing often overwhelms the direct marketing. Are you aware of the indirect messages that you might be sending?

Conclusion
It’s not your fault if you have heard marketing myths from the mystics. But it will be your loss if you believe them. Now that you know these eight fundamental marketing truths you have the knowledge to re-evaluate your marketing and enjoy greater profits.


© George Torok helps business owners gain an Unfair Advantage over the competition. He is the co-author of the bestselling, Secrets of Power Marketing. Claim your free copy of “50 Power Marketing Ideas” at http://www.powermarketing.ca/ Arrange for a marketing presentation or personalized marketing coaching by calling 905-335-1997

8 Marketing Truths Yhat Make You More Profitable

Strong USP - marketing tip from Craig Garber

7. Your USP had better be strong and specific.

Your USP is your "Unique Selling Proposition."

It answers the question, "Why should I do business with you, instead of your competition?" Garber says, "This is the most important thing businesses need to focus on.

See, most entrepreneurs try and 'convince' people they need their goods and services. That's a very frustrating and unrewarding way of marketing. Instead, they should 'attract' those people who already want to buy these goods and services, and simply show these prospects why they should buy from them, as opposed to someone else."

In Garber's case, for instance, his own personal USP, matches the title of his book, "I show entrepreneurs how to make maximum money with minimum customers. You'd be amazed how much money people are leaving on the table. I show busy entrepreneurs how to earn all that money, multiple timesover."

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One of ten marketing tips for 2010 from Craig Garber aka King of Copy.

Author and lead generation marketing specialist Craig Garberfrom kingofcopy.com has just released his annual "Top 10Ways Entrepreneurs Will (And Won't) Be Making Money In2010" list. Garber is the author of "How To Make MaximumMoney With Minimum Customers: 21 Proven Direct-Marketing Strategies Anyone Can Use" and he has some compelling picks this year.
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George Torok
Marketing Speaker

Use emotion in your marketing

5. Increased use of emotional direct-response marketing

With marketing costs spiraling out of control, using measurable direct-response marketing to evaluate the return on your marketing dollars, is more critical now than ever.

On top of this, no matter how many bells and whistles you're using to get your prospect's attention, making an emotional connection is the most effective and reliable way of captivating prospects.

"People make buying decisions based on emotional factors. They may rationalize them later with logic, but all buying decisions are initially made to satisfy emotional needs. Doesn't matter whether it's vanity, greed, hope, or fear of loss -- pushing the right emotional buy-buttons is going to be a critical component of your success in 2010."

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One of ten marketing tips for 2010 from Craig Garber aka King of Copy.

Author and lead generation marketing specialist Craig Garber from kingofcopy.com has just released his annual "Top 10 Ways Entrepreneurs Will (And Won't) Be Making Money In 2010" list. Garber is the author of "How To Make MaximumMoney With Minimum Customers: 21 Proven Direct-Marketing Strategies Anyone Can Use" and he has some compelling picks this year.
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George Torok
Marketing Speaker

Curiosity is King

Marketing Tips for 2010 from Craig Garber

3. Curiosity is King - Because the number of marketing messages consumers are being hit with, is increasing by incremental proportions, understanding what makes your prospects "tick" is more important than ever."Entrepreneurs who can create compelling marketing messages that arouse curiosity and self-interest will be handsomely rewarded. Self-centered messages focusing on the company instead of the customer, however, will be ignored even more in 2010."


One in a series of ten marketing tips for 2010 from Craig Garber aka King of Copy.

How to Market in a Downturn

How to Market in a Downturn
Harvard Business Review

by John A. Quelch and Katherine E. Jocz

In this intriuging article the authors examine the reaction of consumers by their mindset. What a welcome change from the many analysts who only look at demographics and income level. It is mindset that is more important in understanding and predicting the action of people.
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In every recession marketers find themselves in poorly charted waters because no two downturns are exactly alike. However, in studying the marketing successes and failures of dozens of companies as they’ve navigated recessions from the 1970s onward, we’ve identified patterns in consumers’ behavior and firms’ strategies that either propel or undermine performance. Companies need to understand the evolving consumption patterns and fine-tune their strategies accordingly.

During recessions, of course, consumers set stricter priorities and reduce their spending. As sales start to drop, businesses typically cut costs, reduce prices, and postpone new investments. Marketing expenditures in areas from communications to research are often slashed across the board—but such indiscriminate cost cutting is a mistake.

Although it’s wise to contain costs, failing to support brands or examine core customers’ changing needs can jeopardize performance over the long term. Companies that put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand are more likely than others to flourish both during and after a recession.

Understanding Recession Psychology
In frothy periods of national prosperity, marketers may forget that rising sales aren’t caused by clever advertising and appealing products alone. Purchases depend on consumers’ having disposable income, feeling confident about their future, trusting in business and the economy, and embracing lifestyles and values that encourage consumption.

But by all accounts, this recession is the severest since the Great Depression. The wave of bad economic news is eroding confidence and buying power, driving consumers to adjust their behavior in fundamental and perhaps permanent ways. They now realize that spending in much of Europe and the United States over the past two to three decades was built on a quicksand of debt and dwindling savings and home equity. Marketers abetted consumers in defining the good life in material terms and urging them to live beyond their means. In the ensuing meltdown, consumers face piles of bills, stagnant or falling incomes, and shrinking nest eggs. At the same time, a series of corporate scandals; failures in the financial, housing, and insurance sectors; and taxpayer bailouts of mismanaged businesses have fostered consumer distrust and skepticism of marketers’ messages. It’s no surprise that in January 2009 the Conference Board’s U.S. Consumer Confidence Index sank to the lowest level since tracking started in 1967.

Read the rest of this article at Harvard Business Review

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George Torok

Marketing Expert & Author

Personal Marketing

Fools chase the branding grail

Fools chase the branding grail - winners build relationships.

I first wrote about this concept in the Financial Post earlier this year. Since then I have discusssed the dangers of chasing the brand with my clients and they appreciate this refreshing perspective.

A longer article from me, The Branding Fallacy, recently appeared in Enterprise magazine.

The point is that small business needs to stop worring about their brand and instead focus on bulidng stronger relationships. Relathships should be the goal - not branding. If they build strong relationships - the brand will be a byproduct.

Small business gets fooled by the "branding clergy" who point to the success of the big corporate brands.

But small business can't compete with the resources that the corporations spend on branding.

And small business has a tool that big business does not have. Small business can build relationships which is a far better business-building tool. Big business can't build relationships so they take the weaker second choice - branding.

Read more about this discussion on the blog of Nicky Jameson at http://nickyjameson.com/


George Torok
Marketing Speaker

Marketing Art or Science?

Marketing Art or Science

Is marketing an art or a science? The answer is yes. Marketing is both – an art and a science.

Marketing Science
Marketing is a science because marketing is about understanding and influencing behaviors. Psychology, the science of behaviors, studies how people react to certain stimuli in predictable ways. This is similar to Newton’s’ third law – cause and effect.

Marketing Art
Marketing is an art because marketing is about appreciating the nuances of human behaviors. Beauty is in the eye of the beholder. Beauty is art.


Marketing Science
Marketing is a science because marketing is about measuring and analyzing the numbers. How many do you reach? How many read your message? How many do you convert to buyers? How much do they spend? How many buy again? These are numeric questions and answers and important to the success of your marketing.

Marketing Art
Marketing is art because marketing is creating a demand for your product. Some of that demand is immediate and some of it is in the future. You can try to use science to predict the future part but you might pick a number based on art. There is always an unknown aspect that we attribute to art.


Marketing Science
Marketing is a science because the most common question is “How much money should I spend on marketing?” The business owner and the accountants want the answer to this question. It’s a good question but the more important question is, “What return can you expect from your marketing investment?”

Marketing Art
Marketing is an art because there is the issue of branding which is difficult to measure. To generate a good return on your marketing investment requires a creative approach. That means apply the art of marketing.


Of course the argument of science versus art over marketing could go on. Is it art? Is it science?

I believe that many marketers try to portray marketing as art. And hence they give up responsibility for their marketing programs. They suggest that marketing is all chance. Instead it is a science that should draw upon the art. Don’t let art dictate the direction of your marketing. Use science to determine major decisions and use the art for the nuances.

Is marketing a science or art? I believe that it is both art and science. Most importantly the science should lead and measure and the art should inspire and create.

That is the art and science of marketing.


George Torok
Marketing Specialist

Get your free copy of the "50 Power Marketing Tips" when you register for the Power Marketing Tips.

Marketing System

When I am asked, “What is the most important element in a successful marketing program?”

My answer is, “Following a good marketing system.”

I have found that following a system is critical to success in any field – including marketing.

Too many people fail when they try to run their life, their business or their marketing by the seat of their pants. They make the mistake of believing that luck, talent and flitting about will pull them through.

What a mistake and what a shame.

If you want to appreciate the power of systems – go to Las Vegas. Watch what the casinos do. They follow good systems. And they clean up.

The fundamentals for a good system are the same in any field.

Rules to a Good System
1. A system is a process. It is the means to the end. It is not the goal.

2. A system is built on a key principle or set of principles.

3. A system is a set of habits and routines. Almost like a series of logic statements; if this – then that. A system must not depend on how you feel.

4. A system must be persistent and consistent.

Follow these four rules and you will build good systems.

Remember that an imperfect system is always better than no system. So start building your systems because that will lead to more success for you.

To build better marketing systems – read the book, Secrets of Power Marketing.

To implement better marketing systems call George Torok at 905-335-1997.


George Torok
Power Marketing

Marketing Articles

Marketing Articles for Your Publication

If you are the editor of a newsletter or magazine then you may reprint these posts in your publication.

If you are not the editor then you might help your editor by pointing out this valuable resource of marketing articles. There are dozens that you can choose from.

You can also reprint from longer, more formal marketing articles for your publication.
Most of these articles range from 500 to 1,200 words.

The two sources for these articles are:

Torok Library

Power Marketing

You may reprint these articles in your publication at no charge as long as you do not resell the article and that you include the contact information of the author.

All rights are reserved by the author, George Torok.


George Torok
Power Marketing

PS: George Torok is the co-author of the national bestseller, Secrets of Power Marketing.
He has written and published over 200 articles.

Selling to Small Business

If you are from “large” business (where does that line start?) you probably need some help when selling to small business. There are major differences between selling to a billion-dollar company and a $5-million company.

So where does large business get help in selling to small business? Talk to someone who intimately knows small business.

Imagine if you could talk to someone who has researched, analyzed and championed small business for over a decade. One who has sat down and run open forum discussions with fast growing small business – some of which quickly became large business. One who ran a small business unit as part of a large business.

So who is this guru of selling to small business? Rick Spence, the former editor and publisher of Profit Magazine. It is unusual for an editor to also become publisher of a corporate-owned magazine. During his tenure he transformed the magazine from “Small Business Magazine” to “Profit”. A major name and focus change. Over the years he reviewed, interviewed and met with hundreds of business owners. He learned what makes them tick (and talk). He studied their goals, their dreams, their problems and their needs. (He even wrote a book, Secrets of Success from Canada's Fastest-Growing Companies.)

Rick left PROFIT a few years ago (though he still writes a column there) to become an entrepreneur himself. Last month he launched a blog, Selling to Small Business ( http://sellingsb.blogspot.com/ ) to help other marketers serve small business better. He says it's all a part of his mission of championing small business: "When the banks, tech firms and service providers better understand business owners," he says, "they are much more likely to offer products and services that entrepreneurs need, at a price they can afford. So everybody wins!"

Recently, Rick has blogged on The Seven Simple Rules for Selling to Small Business, what motivates entrepreneurs, what stresses them out, and how big marketers get it wrong. It makes for a fun and informative read for anyone in marketing.

I know Rick, and he's very open about encouraging dialogue and comments on his blog. (He does that on his other blog, too, Canadian Entrepreneur http://canentrepreneur.blogspot.com/ .) Rick is even offering to let other people post articles on his blog if they have something to say about marketing to small business. You can contact him at rick@rickspence.ca

(By the way, one of Rick's key lessons is to be very careful about calling your prospects "small business". That may be what they are, but it may not reflect their owners' mindset. Rick quotes one business owner who says, "A small business is any business smaller than my business").


George Torok
Marketing Specialist