If you managed to drag yourself to the movie theater recently you might have run into the poster below.
Focus. This movie follows an experienced con artist (Will Smith) through several cons, which are interrupted by a beautiful blonde who becomes his intern. One of the main concepts in the movie is that conning will fail if you do not have a clear focus and while marketing and conning are not the same thing (though this is slightly debatable), marketing is indeed a game of focus, and not recognizing it as such can lead to a lot of trouble.Read More
I've been writing a lot about marketing lead generation, but I have been doing so under the assumption that the business owner knows what they want to be marketing. If you are selling a product - yours or someone else's - knowing what you are trying to do lead generation for is relatively easy. Products have features and benefits and solve problems. If you are selling a service, it gets much more complicated. If a potential customer asked you what your business is good at, how many things would you tell them you do well or are expert in? Three ? Five? Fourteen?Read More