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When a company makes artisan soaps and sells them individually, they have their 1st product.
When they cut the soap in half, repackage it, and call it a “Traveller’s Pack”, they have their 2nd product.
When they cut the soap into the shape of little animals and call it a “Kid’s Fun Size”, they have their 3rd [...]

Ikea doesn’t sell furniture.  It sells what your home could look like.
Starbucks doesn’t sell coffee.  It sells a little indulgence in your busy life.
State Farm doesn’t sell insurance.  It sells the comfort of knowing that you and your loved ones are covered.

Don’t sell stuff.  Sell aspirations.

Most businesses are looking for ways to get new clients. Although this is a healthy practice, many miss out on a relatively untapped market: selling more to your existing clients!
You’ve already gone through the process of attracting a customer, getting them through the door and eager to buy your product or service. They are interested [...]

Email marketing is a fairly inexpensive form of advertising. You can potentially reach thousands or millions of customers at almost no cost. However, many companies have been using this technique indiscriminately. The result of this is a huge amount of unsolicited emails (i.e. spam) that end up annoying people.
When email marketing is [...]

If someone asked you to describe your business in a few words, how would you do it?
If it takes you a few minutes to describe all the things that you do; you probably need to think more about what’s really important to your business. And your audience will probably be stifling yawns.
On the other [...]

When you’re making decisions on different marketing or advertising channels, a big question is how much can you afford to pay for each visitor or sales lead.  This can help you make informed and profitable decisions.  All it takes is gathering the right information and some simple math.
If you’re selling things online, you can use [...]

Last time, we talked about what is a brand and how it relates your customers to your business. In this post, we will discuss some general guidelines on building your brand.
1) Own One Word
What do you think when you hear Volvo? Safety. How about Toyota? Reliable. How about Mercedes-Benz? [...]

A lot of small business owners might not give much thought to branding. It seems like an abstract concept that’s only applicable to widely distributed products backed by big marketing budgets from large corporations. But if you want to grow your business over the long term, then you should start seeding your brand [...]