4 Things That Will Improve The Checkout Experience

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Just because your customer is making a purchase in your retail location doesn’t mean you should relax at the cash register. Every moment she spends with you is an opportunity to improve your image and deliver a memorable customer experience. Here are 4 things you can do at low-or-no-cost: Clean off your counter and give [...] Read more »

What’s Preventing YOU from Walking the Walk?

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Some years ago, a PC enthusiast stormed out of my workshop when he objected to the Apple Computer case study I was presenting. Evidently, praising Apple was too much for this poor soul to bear. That said, I realize and appreciate that Apple is a polarizing brand. So let me first begin by warning you [...] Read more »

Why Your Customers Abandon Online Shopping Carts

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This article originally appeared on GrokDotCom. I go into the garage for a hammer. On my way back into the house, I stop for a cold drink and remember that the kitchen trash needs to be taken out for tomorrow’s collection. Dropping the can at the curb, I turn and notice that the landscaper forgot [...] Read more »

5 Sure-fire Ways to Uncover What’s Inside Your Customer’s Heart

Uncover Your Customer's Felt Need

I briefly touched on this vital marketing step in a previous post, but it’s worth repeating — because if you make a mistake here, well, nothing else matters. Plus, this is the question Main Street business owners ask me most often. So let’s jump right in … here are five surefire techniques for uncovering the [...] Read more »

How to Figure Out Your Advertising Budget in 3 Easy Steps

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Last time we took a look at how your Cost of Occupancy should be included as part of your marketing and advertising budget. Are you still wondering exactly how to figure out what your ad budget should be? Here’s an easy, three-step process for determining your ad budget:   1)  Budget between 10 and 12 [...] Read more »

How Nature’s Recipes Can Solve Your Marketing Problems – Part 2

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Examples of honest signaling in Main Street business: Michele recently wrote about Appelt’s Diamonds and its “Rock Solid Diamond Warranty,” which eliminates any and all customer objections to buying a diamond. Warranties and guarantees are unquestionably the most common examples of honest signals in marketing today. Here’s how Appelt’s warranty works: If your diamond chips, [...] Read more »

The #1 Thing You Forget In Your Marketing Budget

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  Type “marketing budget template” into a search engine and you’ll find several examples, from the most basic to impressively detailed. But 99 percent of the time there’s one important line item missing – your Cost of Occupancy.   Cost of Occupancy = Yearly Rent or Mortgage   Your yearly cost of rent or mortgage [...] Read more »