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Core values energize your brand and give meaning to your message

Core values energize your brand and give meaning to your message
Authentic core values are vital to a business’s marketing efforts.
 Think of core values as marketing rocket fuel for your business. Managed wisely, your core values have the potential to excite your customer base and supercharge word-of-mouth, soci...

What are the expectations of your ideal target customer?

What are the expectations of your ideal target customer?
I’ve been having discussions with my friend and colleague, the Sexy Grammarian, about target market. It’s a difficult construct for small business owners to embrace. Sexy G believes it’s a scarcity issue. I agree. Entrepreneurs looking for business ...

Small Businesses Beware Daily-Deals Offers (like Groupon)

Beware the Ides of MarchThe San Francisco Chronicle today reported that Yelp is backing away from a daily-deal service like Groupon. "Rather than offer more and more deals of inherently declining quality to more and more folks over time, we want to make sure we're only pro...

Brand characters can help you clarify your target market.

christianz1969's photostreamRenata Razza, a brilliant coach and the owner of Being Daring Coaching, forwarded an article from the San Francisco Chronicle about Old Navy’s efforts to reengage with its current customer. The effort began when Tom Wyatt, President of Old Navy, had ...

What differentiates your business from other vendors in the marketplace?

Knowing what differentiates you from the competition is one of the most important steps to achieving a long-term vision for your business. Michael Gerber writes that most businesses fail because most entrepreneurs fail to be entrepreneurial. They do...

Who are your competitors?

The objective of this series of questions is to help entrepreneurs identify and carve out their “strategic positions” in the marketplace, and it would be just about impossible to start a business without taking some time to study the competition. ...