Let’s continue with our series, Winning in the Recession – A Primer for Canadian Professional Practices, by building on the fifth essential: Evaluate and learn to work with a marketing professional. Bruce W. Marcus’ article How Obama’s new world is likely to change professional practice sheds light on the importance of the relationship […]
Winning in the Recession – Maximize the Return on Investment of a Marketing Budget
Let’s continue with our series, Winning in the Recession – A Primer for Canadian Professional Practices, by building on the sixth essential: Maximize the return on investment of a marketing budget. To debunk a popular myth on this topic, your ability to maximize the return on investment of your marketing budget does not depend on […]
Winning in the Recession – A Primer for Canadian Professional Practices
Winning in the Recession was published by Canadian Vet – July / August 2009. Nobody knows exactly how long it will endure, but one thing is for certain, a number of Canadian professional practices will emerge as winners in the recession. The question is, which ones? What distinguishes these Architects, Engineers, Interior Designers, Dentists, Veterinarians, […]
How to Write Optimized Copy for Robots and Humans
Your ability to write optimized copy that supports your business goals will depend on how well you can balance the requirements of two very different audiences: humans and robots (Google and other search engines). If you want to write optimized copy that addresses search engine requirements, you will need to learn how to select […]
Sticktoitiveness – The Secret of Successful Entrepreneurs
Sticktoitiveness is actually a word! I learned of it from Erin Brockovich (the real one, not Julia Roberts and who also, by the way, plays ‘Julia’ in the movie) in her recent interview on The Hour. Erin told the audience that sticktoitiveness was the mantra her mother used to help her overcome the negativity she […]
Newsletter Benefits – Q & A
I recently received an email inquiry about the benefits of staying in touch with clients with a newsletter. I am posting my response, as I thought the newsletter topic would be of interest to Toronto Marketing Blog readers: QUESTION I am trying to evaluate effective ways to keep in touch with my clients. How […]
Marketing on Facebook – A Comprehensive Introduction
Just like any other marketing vehicle, marketing social media like Facebook requires an understanding of possibilities, added value and limitations. You wouldn’t send out a direct mail piece without researching the neighbourhood, format and content would you? The same concept applies to Facebook. Time spent studying this new media before proceeding with your marketing […]
Marketing with Stories
Stories are a great way to communicate the unique value any business offers. They are an especially great way to communicate the unique value a professional practice offers. A carefully crafted marketing story can be compelling because people will see themselves in it. Paul Simister at Business Coaching provides suggestions to consider your marketing […]
Interview with Gottesman Associates – How Does It Feel to Brand Your Practice?
Why would a sole proprietor decide to develop a strategy for branding professional services? I interviewed Deborah Gottesman, principal and lighting designer at Gottesman Associates, to find out. Having recently completed a branding strategy and website with Bekhor Management, Deborah is well positioned to provide insight to other sole proprietors about the branding process. Here […]
Opportunity That is Exclusive to a Recession
We already know about the hardship that a recession can bring. But can it deliver opportunity? Here is an example of an opportunity that is exclusive to a recession, from Stefan Tornquist in an interview with The Wall Street Journal: What we lose sight of is that brand activity makes us trust a […]
