Tag: communication

Cash flow, creativity, and compassion are not mutually exclusive™

How to use video and social media to boost your brand: A chat with Amy Schmittauer

Posted on by Red Slice

Today’s digital economy has introduced us to countless people I like to call “artsy-techies.” They geek out on things like hosting options, social media network features and today’s audio/video/web technologies but they are a far cry from the A/V Club nerd of yesteryear. With their savvy style, easy wit and delightful charm, they crank out more creative innovation before lunch than I do all year. It’s truly their time to shine: and what’s great is they love to teach us mere mortals how to easily put our art, story, value, services and products out into the world, too.

I’m not quite sure how or when Amy Schmittauer, the President of Vlog Boss Studios entered my orbit – most likely via Twitter! Vlog Boss Studios is a creative digital marketing agency that specializes in video content marketing. And as the Founder and Face of Savvy Sexy Social, she walks her talk and produces videos of her own. Hilarious videos (like this recent one about how you’re probably using Twitter the wrong way). Little snippets of video love that make you laugh out loud even as she’s teaching you how to use the latest social networks the right way so you can connect, promote, and attract rabid fans.

How does she describe herself? “I’m a social media frenzy!”

Today, Amy drops some mad advice on us about using video to build your brand, how to produce and host those videos in a snap and the fact that many of us are using social networks in the wrong way (one size fits all….not). Enjoy!

RS: Welcome Amy! Tell us, why should we be using video for brand building and social networking?AS: Plain and simple: People don’t build relationships with brands. They build relationships with people. (Tweet!) Video is the unbeaten opportunity to truly let your personality shine through and give your audience the opportunity to really understand and get to know you. Let them see how something is done. Let them see your expressions. Your opinions. That direct connection is huge for making relationships that count and make social media worth your time.

RS: But isn’t this stuff hard? What are my main options for creating/hosting videos?
AS: YouTube is the second most popular search engine only to Google. So it’s kind of a no-brainer to have a presence there if you’re creating video content. The visual learners go there to learn so that’s a great opportunity to tap into. But creating videos is easier every single day. You can record all the footage you need with a smartphone and edit with apps. Even YouTube has a built in editor. Don’t assume the tools are out of reach because that’s an impossible thing to say anymore. (Tweet!) My advice for new creators is to look into strong digital cameras like the Canon Powershot. It takes flawless HD video and the price point is perfect for budgetary restrictions.

RS: OK, truth time. Most of us don’t have enough hours in the day and are simply posting the same things on all our social media sites. But should we be leveraging each social media profile differently?

AS: Abso-friggin-lutely. Platforms are different for a reason and you need to respect the audiences that use each so you can customize your content to their liking. Do not auto-post between social networks. Facebook updates are not being read on Twitter. And your tweets are getting pushed down by the news feed algorithm. Saving time just means you’re making any time spent worthless. (Tweet!) Take the extra steps and watch engagement increase. One thing is for sure and that’s that people don’t like to read. Keep it close to 140 characters no matter which platforms you’re using for best chance of increased engagement.

Want more Amy in your life? Get the social action plan you’re looking for and pick her brain.

Are you using video in your social media efforts? Want to but not sure where to start? Fire away your Q’s for Amy in the Comments below!

Cash flow, creativity, and compassion are not mutually exclusive™

What marketing is…and is not

Posted on by Red Slice

“I don’t believe in marketing.”

This is what a CEO who has a few successful tech startups under his belt told someone I know. And it made me laugh.

Have you ever told someone sitting next to you on plane what your company does? That’s marketing.

Have you ever pitched a client on the value of your solution? That’s marketing.

Have you ever followed up with an unhappy customer to make things right? That’s marketing.

Too many people believe marketing is simply about placing expensive ads or ordering silly tradeshow tchotchkes that end up sitting in a storage closet somewhere, gathering dust.  They dismiss it because they haven’t seen it done in the right way – and then wonder why they slog to gain traction. “If our sales reps just “sold” better, we wouldn’t be having such a hard time,” they say.

Here’s the deal: Marketing is communication. Communicating the value that your product or service offers to the people who will buy it.

I guess he doesn’t believe in communicating what his company does, why they are different or speaking to a customer’s needs. I suppose people will just see the product or service, instantly understand how it can help them without a word being spoken or read, and say, “Gee, I need that widget now!”

Can you be successful without an official marketing director or an earmarked “marketing budget”? Well, yeah. Businesses do it all the time. But don’t try to tell me your company is not performing marketing.

If they don’t have a marketing function, they normally burden the sales process with performing both sales and marketing at the same time. Marketing is about communication and positioning based on market analysis that ultimately helps a sales rep sell something. Marketing as a function exists to make it easier to sell.

If you have a sales pitch, a product label, or a 50-word company descriptor – those are all elements of marketing. And if you approach it with marketing discipline to create a foundation and maintain clarity and consistency, you can go a lot further than if you reinvent the wheel on the fly each time.

I’m not sure what there is not to believe in about that.

Photo credit: © Royalty-Free/Corbis (PMTips.net)

Ever work with someone who did not “get” the value of marketing? What was that experience like? What is your definition of marketing? Please share in the Comments!

 

Cash flow, creativity, and compassion are not mutually exclusive™

The Five Must-Have Website Elements, No Matter What You’re Offering

Posted on by Red Slice

Guest post by Seth Leonard who trains and mentors people who want to build dynamic, successful websites. Right now on his blog he is offering the free guide, Seven Hidden Laws to Building a Dynamic Website.

There are very few universals in the world of websites. In fact, I often preach the value of finding strategies and solutions that fit your specific website purpose, rather than using cookie-cutter formulas that are often irrelevant to what you’re trying to accomplish.

However, there are a few things, no matter what, that your website absolutely must have. I’ve put together the following list of five key elements you should be sure to include with your site:

#1: A Place To Start

This is usually your homepage, but it’s so much more than the first page that someone lands on when they come to your site. Your place to start needs to let people know, quickly and easily, what your site is about.

What are you offering and why should they stay?

Far too often, especially with blog sites, the dominant element of the homepage is the most recent blog post. Well, what if your most recent blog post was slightly off-topic (perhaps a rant about spending Thanksgiving with your family)?

While I encourage you to stay on topic with everything you write, it’s impossible that every post you produce is going to sum up the mission of your website.

Providing this information doesn’t need to be over the top and take up half your homepage. Sometimes it’s a well written tag line that appears at the top of your website. Sometimes it’s a couple sentences that say who you are and what you do.

It can even be a pitch for something you’re selling or something that you want your visitors to do when they’re at your site. For example: “Learn how to write the book hidden inside of you. Click here.” That call to action also lets your audience know what they can expect throughout your website.

Just make it obvious.

Let them know what to expect. And get them excited about it.

If you don’t want to devote a lot of space to it on your homepage, then include a “Start Here” link in a prominent position. Then put your basic introduction on that page.

#2: An About Page

People love about pages. Right after they get the gist of your website (see above), they want to know what you’re about. Whether you’re an individual blogger, a large organization, a startup, or a dude selling plumbing parts out of your house, people always click on your About page.

They want to know what makes you tick.

So tell them. And don’t be boring. Unless you have an amazing resume that reads like a Dos Equis commercial, you should add some personality.

Your audience wants to know what sets you apart from everyone else. They want to know what motivates you. They want to know how you got to where you are.

It’s great to offer testimonials, accomplishments, or career highlights. But don’t leave it at just that. Offer a little bit of your story. You’ll be surprised at how much fun it is, as well as how much more interest you’ll receive from your audience.

Creating my about page was one of my favorite things I’ve done for my website.

#3: Content

This should be obvious, but I can’t leave it off the list. You need to have something for your audience to consume. It can be one thing, or it can be many things. It can be a photo, a daily poem, or a series of essays.

It can be something you’re selling, or even a question you’re asking. It can be whatever you want.

And while it’s obvious that your website needs this, it’s often something we overlook as we focus on marketing, selling, building our audience, etc. Don’t take your content for granted. Put your heart into it and create something amazing.

Create something that has your audience waiting for you to do it again.

#4: An Opportunity To Take Action

I love great content. But great content inspires action. You need to give your audience the opportunity to take action.

Here is something I recommend you do often: think about your ideal visitor coming to your website for the first time. They see your ‘place to start’ and are intrigued, so they continue. Then they explore your about page, or your most recent content, and they’re hooked.

They love what you do and how you present yourself.

Now what?

Give them something to do. Let them take the next step. Give them the opportunity to further their investment in you by signing up for something, buying something, downloading a resource, joining your email list, etc. Bring them into your club.

Even if it’s just encouraging them to share something with their friends, give them a method to act on their excitement, to do more than just consume content.

Let them act.

#5: The Ability To Contact You

It doesn’t matter how you offer it, but you need to let people contact you. You can post your email address, or if you’re worried about privacy and spam, you can create a contact form. Or you can direct people to Facebook or Twitter and have them contact you there.

There are two reasons you need this. The first is that people like to know you’re accessible. If you offer no method to contact you, you create a wall between you and your audience. It’s harder for them to connect with you and trust you.

Even if they never reach out to you, it sends a strong message that you are willing to let people contact you.

The second reason you need this is that you never know who is going to contact you. You might get a lot of people asking you questions, but you might also get someone offering you the opportunity of a lifetime. Leave that door open, even if it’s just for the odd chance at receiving something amazing.

That’s it. Five elements your website absolutely must have. You can (and should) put your own spin on all of these, but they’re essential to building a website that connects you with your audience in an authentic way.

How do you plan to implement these on your website? Let me know in the comments.

Cash flow, creativity, and compassion are not mutually exclusive™

How you like me now? A chat with Michelle Tillis Lederman

Posted on by Red Slice

We all say it. We want to work with people we like. But can it really be this easy to conduct business this way? Can we focus on networking with the people we like and with whom we genuinely connect versus just the “right” people? Michelle Tillis Lederman says yes – in fact, it’s better for your work and career in the long run?

Today we dish about likeability, how to be more concise and three red-hot ways to rethink networking.

Michelle is an author, speaker, trainer and communications expert. She’s a firecracker – and she’s also a blogger, animal lover and rescuer (you can see why we bonded), and a mom.

Her new book, The 11 Laws of Likability, is subtitled: Relationship Networking . . . Because People Do Business with People They Like. The book, featuring activities, self-assessment quizzes, and real-life anecdotes from professional and social settings, shows readers how to identify what’s likable in themselves and create honest, authentic interactions that become “wins” for all parties involved.

RS: Welcome Michelle! Your book is called The 11 Laws of Likability. Saving the actual laws for those that buy the book, what does this mean and how can they make your business life (and personal life) better?

MTL: What makes each of us likable is distinct to us, and to some degree it’s in the mind of the beholder. But the basic drivers of likability are the same for most of us.  It is these drivers that I refer to as the Laws of Likability.

In many cases, likability actually trumps competence and many organizations differentiate the average performers from the stars based on their ability to lead, manage, and interact effectively with others. Life is about relationships and it is those relationships that sustain us and generate results.   Likeability is everyone’s business, and people do business with people they like.

RS: One of your blog posts recently was called “Say What You Want to Say And Shut Up.” Loved it. And for all my talk on clarity, I tend to ramble when I think I’m not communicating clearly. How can we be more concise?

MTL: Start with the punchline.  Is that concise enough?  The simplest way to increase both clarity and brevity is to start with your conclusion. Often, we try to get others to follow our train of thought in order for them to agree with our opinion.  If instead we start with the conclusion, it is much easier to follow, and be persuaded by, the explanation that follows.

Another tip, ask.  Ask, “Is that clear?”  or “Would you like me to elaborate?”  Those questions prevent the rambling and allow us to be clear about what is unclear with a follow up question.

RS: What are 3 actionable tips for effective networking?

MTL: Shift the way you think about networking in 3 ways:

  1. From you to the relationship.  It really isn’t about you or what you need. It is about the relationship and adding value to create connection. Don’t network just for need.
  2. From business to anything.  We often start and stop conversations on business topics such as, “what do you do?” There is nothing wrong with that, but often we find the strongest connections come in other areas of our lives. Talk about a broad range of topics.
  3. From now to long term.  Build the relationships that you want to build, not the ones you think you should. The network that you build based on connection is the one that will be there for you when you need it. Don’t network for now, network for life.

About Michelle: Michelle Tillis Lederman, PCC, author of  The 11 Laws of Likability (AMACOM), is the founder of Executive Essentials, a training company that provides communications and leadership programs, as well as executive coaching services.  Michelle believes real relationships lead to real results and specializes in teaching people how to communicate with confidence, clarity, and connection.

PS: Affiliate links for Amazon in effect. Just to let you know.

What one aspect of networking or communication do you take away from this interview? Please share in the Comments.

Cash flow, creativity, and compassion are not mutually exclusive™

Tell me why I should care

Posted on by Red Slice

Dell recently announced they are “taking a cue from the Apple playbook” and launching a new branding campaign that does not talk about technology. From the NASDAQ article:

The campaign, dubbed "More You," is aimed at personalizing technology and marks a break in tradition for a company that got its start by commoditizing computers. Rather than focus on the specifications of products, Dell is hoping the campaign will encourage consumers to think about features and how they can be used.

So many of us who have been in tech marketing have been beating this drum for years. Yes, when you talk to the IT guys, they care about widgets, features, scalability, disaster recovery, processing speed and the like. But when you start talking to line of business executive (or in this case, end consumers), they don’t care about the whiz-bang technology jargon. They want to know how it makes their lives better.

The best analogy I ever heard about this was from a highly-skilled technical analyst who said, “When I get in the shower in the morning, I don’t care about what the pipes are made of, how they move behind the walls, where the valves are in the house, the speed of water flow by the second….I care that when I turn the knob, water comes out and I get clean.”

Love it.

Too often we get enamored with our own story and communicating every single solitary bit of it in the hopes that SOMETHING will stick.  But what sticks the most for people is not the technical info – you will investigate that as you get closer to making your decision or when you are comparing apples and apples – but the vision of what the product or service will do for them.  Once they are hooked, you can dazzle them with your gigabytes per second and whatnot.

Cash flow, creativity, and compassion are not mutually exclusive™

Better get your “content on”: you must read this book!

Posted on by Red Slice

The rules of marketing have changed.

I am seeing more and more evidence that bigger companies do not get what small, strappy entrepreneurs have figured out. The way we need to reach, connect and attract customers has fundamentally changed.

Recently, I got to speak to two good friends who are both marketing execs at Silicon Valley tech companies. Their stories sounded identical. They have crafted plans that include a lot of awareness activity via social media, content creation, blogs, video, etc. And while some people get it, others still want them to do the “old” lead generation stuff”: events, email offers, etc.  And we’re talking about some of the most forward-thinking companies in the tech industry.

Marketing and branding is much more complex than it was even 5 years ago. The old ways of “generating leads for sales” do not cut it anymore. Now, you absolutely need to build a thought leadership and expert brand (especially if you are B2B). You need to have a viewpoint, a philosophy, a personality. You need to connect with the real human beings making the buying decision on a personal and conversational level. People are out there, doing research and searching the Web. You need more than just your home page to come up if you want to make your sales numbers.

A must-read for any business owner, entrepreneur, c-level exec or marketing professional is Content Rules How to Create Killer Blogs, Podcasts, Videos, eBooks and Webinars (& More) That Engage Customers and Ignite your Business (Ann Handley and CC Chapman): It’s a how-to book on how to create effective content through various media, such as podcasts, video, blogs, etc. But the reason I think execs and CEO’s need to read it is that they need to understand the new paradigm, which the book explains very well. They may not need the nuts and bolts of how to do do it (leave that to their marketing teams) but the book provides ample case studies (including a whole section on B2B) about how this strategy impacts long-term success and sales.

It used to be that a differentiated brand strategy was to promote yourself as an advocate, expert and though leader. Now, it is a brand imperative. If you want to create a relationship with customers long before they are ready to buy so that you are top of mind, you absolutely have to start marketing your business in this way.

Practically speaking, what does that mean? If you are a hair salon, it means you need to provide content on the latest styles, proper hair care, how to protect your hair from sand and sun in the summer, and which products are best for which hair type. You could create content around trends, celebs, do’s and don’ts and hairstyles for any occasion. If you are a business ;lawyer, you need to do what my lawyer (and client) Equinox Business Law is doing: Michelle provides a monthly business seminar on all sorts of topics: branding, succession planning, real estate – and then tags on the legal perspective in dealing with those issues. She also reuses such content in her monthly newsletter.

The book has tons of case studies and I highly recommend it. If you are not ready for this paradigm shift in the market, I don’t care what size company you are or what industry you’re in: you will get left behind.

Cash flow, creativity, and compassion are not mutually exclusive™

Southwest shows us how to handle a PR crisis

Posted on by Red Slice

Southwest Airlines turned a safety nightmare into a PR coup that proves the brand really does care about its customers.

We’ve all seen the amazingly campy Southwest Airlines ads that tell us they love our bags so much, they get to fly free. Southwest is trying to prove they are the airline that cares about true service, and it’s an incredibly powerful differentiator in an industry that feels like it will eventually charge us for cups of water. And instead of unrealistic visions of clouds and comfortable passengers with miles of legroom  that other airlines show in their ads, Southwest uses humor and personality to say, “Look, we know flying sucks these days. We’re going to try to make it as fun an experience for you as we can.”

This is carried through down to the employee level. I recently flew Southwest and the flight attendant, upon landing, joked, “How many of you checked bags today?” Many of us raised our hands. Then she asked, “And how much did you pay for those bags?” The answer was a resounding shout of “Nothing!” “That’s right!” she said, “Here at Southwest, we love you and we love your bags, too!”

Recently, Southwest was in the news for a large gash that expectantly tore through a 737 fuselage mid-flight. The plane made an emergency landing and everyone was unharmed. This could have caused a brand fiasco, a PR nightmare. But Southwest stepped up and showed why they are a power brand.

How?  According to this WSJ article, by doing the right thing: being proactive and transparent and putting their passengers before profits. The article reads like a 24 episode, a blow by blow of what happened as the PR crisis unfolded. Every action Southwest took makes you love this brand even more.

They transparently kept press and passengers in the loop on the situation. They also stepped out in front of it by  cancelling hundreds of flights and grounding their entire fleet of 737’s until the cause of the tear could be determined. They walked their talk and showed they really do care about their customers.

Turns out Boeing, the manufacturer, said their models were flawed in terms of wear and tear and are working through tests and investigations with the NTSB. The article states they may have created a  new standard for the industry by being so proactive. “The move allayed passenger concerns and helped the carrier adhere to its aggressive inspection timeline with more control over its own destiny..”

The NTSB praised them for taking action before the government forced them to. That is how you control your brand, even thought it ultimately lives in the minds of your customers. You control all the aspects within your power to ensure people will form the right brand impression.

That’s the thing about brand. It’s all well and good to say you stand for something. But its what you do when the going gets tough that either increases your brand loyalty or completely destroys it. This is one of the marks of a Power Brand: to be able to elegantly recover from a crisis, not just intact, but as a way to prove yourself even more.

Cash flow, creativity, and compassion are not mutually exclusive™

Ask the Expert: How to build a robust and rabid community with Lynn Baldwin-Rhoades

Posted on by Red Slice

Lynn Baldwin-Rhoades is a community maven. She founded a grassroots community of women business owners called Power Chicks and shares how she nurtured a thriving presence on Facebook. In early 2011, Lynn will launch Power Chicks International, LLC, allowing her to offer even more connections, resources and inspiration to help women reach their big, bold goals. Lynn is also the founder of Marketing Shebang, a company focused on helping small businesses connect with their female customers.

lynn-baldwin-rhoadesRS: Welcome Lynn! So, give us the dirt: you have more than 2,000 Facebook followers for Power Chicks. How the heck did you get that going and what advice do you have for others who want to build a following on Facebook?

LBR: Building a community on Facebook requires patience. Lots of it! Every one of us starts with a single follower.

I launched the Power Chicks Facebook page over a year ago by inviting my personal friends. Now, granted, they weren’t my ideal peeps, who are women in business, entrepreneurs and professionals looking for community, resources and inspiration. Joining the page were my father-in-law, my sister who’s in school – well, you get the picture. Nonetheless, it gave me a base of around 70 people.

So, my advice would be, start with who you have. Invite friends – but don’t stop there. Talk up your Facebook page everywhere. Put your link in your email signature, on your website, your newsletter, your brochures – anywhere your ideal customers might be. I’m a huge believer in radical visibility. If people don’t know your business or Facebook page exists, how will they know what good stuff you have to offer?

Give your followers a reason to “stop by” every single day. I imagine the Power Chicks as a community gathering place – an actual location. Maybe that’s goofy, but it does have a good, relaxed vibe. On the page, I offer tips and tools for growing businesses, inspirational quotes, and conversational prompts about what works and doesn’t work for folks. These can be quite engaging chats, and it’s cool to see women from allover come together in a collaborative way. I also offer opportunities for Power Chicks to network with one another on Twitter Tuesday and Thursday Facebook Fan Day.

What you post on your page will revolve around your own business, of course. If you’re really stumped for ideas, begin to follow others in your industry. Use their ideas as a jumping off point for your own original thoughts.

Be casual in your posts – and whatever you do, don’t engage in heavy-handed selling! Facebook is a platform to build relationships with others that will, over time, enhance your business’ bottom line. But it’s a slow process and requires lots of TLC. Hardcore marketing message really turn people off on Facebook.

RS: Wise advice. How active is your community in terms of commenting and interacting? What tips do you have for getting more out of your community so your page does not feel like crickets are chirping and everyone is asleep?

LBR: I confess: I’m a stat watcher and I track how many Power Chicks are interacting on Facebook, Twitter, and emailing me about stuff. Why? Because if there’s no conversation, no connecting, no sharing of resources or cheering each other on – there’s no community, right? There’s just a number.

When I do social media consulting, I always say, “Don’t be eager to build up some sort of empire. Better to have a few red-hot fans than a lot of tepid ones.” It’s like this: You want raving followers who wake up each morning and think, “Hey, what’s Red Slice Nation got going today?” rather than a bunch of people who really don’t give a rip.

As far as tips for getting more out of your community, that’s easy. Give more. And if you’re not sure what to give, ask! The beauty of social media platforms is that you really can say, “Hey, what would you like? How can I best help you?” A following, even a small one, can offer fantastic feedback.

RS: I’ve always been a fan of quality over quantity! Do you think that the actual community topic is a factor to interaction? For instance, do you have an advantage in that your community is full of women talking about inspiration and motivation? What advice would you have for those of us with B2B topics or a less vocal community? What gets the most conversation going within your community?

LBR: Well, I think my advantage is less that we talk about inspiration and motivation and more that I understand what truly brings Power Chicks together – a sense of belonging and camaraderie. There’s a “We’re in this together” feeling. Having this advantage isn’t a calculated thing but sort of an intuitive knowing. Anyone else can have that same advantage.

See, what drives our decisions – whether to join a group, hire a web designer, make a purchase – arises from some need inside of us. We might hire a financial planner and think we’re paying for number-crunching but our deeper need is for safety and security. Identifying the deeper need in your community and addressing it, even obliquely, skyrockets your ability to develop a solid community.

For those with less vocal communities, evaluate what you’re doing and see if you can winnow out what’s not working. Again, ask people. Pick five reasonably active people, email or call each separately, and request specific feedback. You might be surprised at what you hear!

To get the most engagement, you also need to play with the days you post, and even the times of the day. Also, did you know posting a picture along with your updates statistically pushes up your response rate? So does posting a video. I love marketing and these little factoids, because I’m just that nerdy – and knowing stuff like this does come in handy.

Bottom line? Facebook is a fantastic venue for people to increase their business’ visibility, gain credibility, gently (did I mention gently?) sell, and more. But it takes time, patience, lots of trial and error. But stick with it! It’s worth it.

RS: Wise words, Lynn. Thanks so much for giving our community such great advice.

Cash flow, creativity, and compassion are not mutually exclusive™

Every business needs marketing

Posted on by Red Slice

I was incensed recently by someone writing an article about “businesses who don’t need marketing.” For lack of a more eloquent way to say this, I’m calling total B.S.

If you believe marketing stops at “advertising” then yes, not every business needs marketing. Look at how successful companies like eBay (in the early days), Google and many tech firms have been without a lot of traditional advertising. Craig’s List is used by millions – ever seen an ad for it? But advertising is but one part, one tactic, in the marketing playbook.

For those of you who know better, marketing means preparing, pricing, promoting and distributing your goods and services to the customers who will buy them. Do you charge for your product? That pricing decision is a marketing one. Do you sell online or through retail outlets? That’s a marketing decision. Do you ever answer the question, “What does your company do?” at a cocktail party? Yep. Marketing. Do you just invest in sales reps to run around and pitch your product but don’t have a dedicated marketing team? Then, guess what? Your sales reps are doing “marketing” whenever they pitch – they just might all be singing their own tune and missing out on the all-important consistency of message that helps foster more recognition and more sales. But I hate to tell ya’: they are still marketing. Perhaps badly.

Product descriptions. The copy on packaging. Your website look and feel. Your product performance. Your customer service experience. That is all marketing.

Marketing is communication. Even if you never spend a dime on search ads, TV spots or events, any time you talk about your business, any time you interact with a customer, and any time customers talk about you…..that’s marketing.

If someone ever tries to convince you that you don’t “need” marketing, run the other way.