Segmentation and the power of focus

The more companies I talk to, the more convinced I become that thinking clearly about the segments you serve is the key to effective marketing.

The value of segmentation is really that it causes you to be objective about the kinds of people who will find your products and services interesting. Objectivity includes understanding the positive and negative aspects of ...

Differentiation is the key to selling in a tough economy

Great products always have a market. The question is this: What’s the value proposition that makes sense in difficult times? If your product is all about quality, you have two advantages over lesser products:

1. Your product can enhance your customer’s brand
2. You can offer risk-reduction purchasing strategies to your customers.

Both of these differentiators depend on ...

Marketing with integrity

I’ve spent years in the marketing business, working with companies large and small. I’ve been on the inside as a Vice President, and on the outside as an Executive Consultant.

There’s a key problem with a lot of marketing.

Integrity.

It’s too easy to get hung up on making your product look better than it is ...