Browsing articles tagged with " small business Archives page 8 of 9 – Small Business Marketing Sucks"

Yellow Page Advertising, Part 1: Yellow Page Usage

Aug 19, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments


It’s become an online hobby for many marketing “gurus” to diparage Yellow Pages as “antiquated” and “obsolete.” They say things like, “Who uses the Yellow Pages anymore, anyway?” or they criticize the research studies yet never provide any data of their own to prove their point.

In reality, all studies are done by independent media firms (much like the Nielsen ratings do with television). So in the interest of the truth, I present to you a joint study, conducted by two such firms, Burke and comScore, which found the following about Yellow Page usage:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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The New Phone Book’s Here! The New Phone Book’s Here!

Aug 13, 2010   //   by John Tabita   //   Advertising, Business  //  No Comments

I’m conducting sales training all week, and one of my students showed me this video:

The Jerk came out in 1979. Since then, however, people have become skeptical about how effective Yellow Page advertising really is:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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How to Sell Value and Make What You’re Really Worth

Aug 9, 2010   //   by John Tabita   //   Business, Sales  //  No Comments


I’m conducting sales training all this week, and one of the things I emphasize early-on is selling on value, not price.

Now that’s much easier to do because we’re not selling a product that we paid amount of money for, or that the customer can get from the store down the street. We sell advertising, and the value in advertising rests on one thing, and one thing only: Will I make more money in additional revenue than I will spend on this advertising?

So if you sell a service, if you are an account, an attorney, a web designer, or an architect… then here’s how you can sell on value and avoid the low-cost limbo.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Got Value?

Aug 6, 2010   //   by John Tabita   //   Advertising, Business, Marketing, Sales  //  No Comments


Sales and marketing gurus are always talking about value — that in order to have a successful product or service, we must “create value” for the customer. But what exactly does that mean?

While the theory is absolutely correct, the concept of value is subjective and nebulous. What is valuable to one person may be completely irrelevant to another.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Guy Kawasaki: The Art of the Start

Jul 16, 2010   //   by John Tabita   //   Business  //  No Comments

I’ll be on vacation the next few weeks, so I thought I’d share the spotlight with one of my favorite speakers and authors:

John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Simon Sinek: Start With Why

Jul 12, 2010   //   by John Tabita   //   Business, Marketing  //  No Comments

In this video, marketing consultant/author Simon Sinek gives a great presentation based, in part, on his book, Start with Why: How Great Leaders Inspire Everyone to Take Action. Whether you’re a salesperson, business owner, marketer or entrepreneur, there’s something for everyone here.

John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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“It Works!”

Jul 9, 2010   //   by John Tabita   //   Business, Sales  //  No Comments

Any good salesperson worth his salt knows that no one buys anything on the basis of a product’s features, that to communicate value you must translate the feature into a benefit.

“Features versus benefits” is Marketing 101. Yet, even if you master the basic skill of effectively translating features into benefits, you’ll may still fail in the final and most crucial step of the buying process – triggering the need or desire that causes your prospect to act.

You see, it’s not the benefit per se that motivates a person to buy. It’s power-packed words describing those benefits that trigger the emotions which motivate us to spend our money, time or energy. In other words, people buy because of the emotions associated with the benefits, not the benefits themselves.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Three Sure-Fire Ways to Reduce Your Advertising Costs

Jun 21, 2010   //   by John Tabita   //   Advertising, Business, Marketing  //  No Comments

Everyone in business want to decrease their costs, so here are three sure-fire ways to reduce your advertising costs:

  1. Increase your close ratio
  2. Increase your response rate
  3. Decrease your cost per month

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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The True Cost of Your Advertising

Jun 14, 2010   //   by John Tabita   //   Advertising, Business, Marketing  //  No Comments


If you are doing any sort of advertising then each month, year or whenever it’s time for the next campaign, you are faced with a choice: continue with what you were doing, increase your advertising, or decrease/cut your advertising. When it comes to reducing costs, most people naturally focus on the actual cost of the thing, but you don’t cancel your phone service simply because your telecom costs are too high. You might consider a reduced service plan, but not without taking into account exactly how that might negatively affect your business, right?

Advertising is no different. The goal of marketing is to get responses and ultimately sales. So you cannot look at your advertising costs outside of the context of: (1) What your current advertising produces in terms of responses and sales, and (2) What the potential negative effects of reducing that advertising would be.

Most people decide to cut advertising because they believe or perceive that it’s not working. Assuming that’s not the case with you, here’s how to make the most from your advertising dollars.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Marketing Your Way Through a Recession

Jun 2, 2010   //   by John Tabita   //   Business, Marketing  //  No Comments

Studies show that businesses who maintain or increase their marketing during a recession experience higher sales growth – both during the recession and immediately following.

During a recession, money gets tight and fewer people are buying. If both you and your competitors continue to advertise, you wind up competing even harder for the few customers that are left.

That’s the bad news. The good news is that, even though there are fewer customers, there are also fewer companies marketing to them, because many of your competitors will cut back their advertising. Advertising during a recession gives you a unique opportunity to win their customers and gain market share.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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I get excited about geek stuff. But I’m also passionate about helping people and companies reach their fullest potential and becoming wildly successful.

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