Tag Archives: inbound marketing

How To Sell What They Want To Buy

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“I heard you say that serendipity is not why sales close,” said Kate as she took her seat.

Expectations“That’s right, I replied. “Jim, one of my clients, was speaking at an event with a top mergers and acquisitions guy. Each made the same point. In their view the organizations and individuals buying companies were buying what they believed the purchased outfit could do in the future. Past achievements were just that…past. The M&A guy focused on the shifts in valuation away from basic accounting data to critical evaluations of people and processes. Jim pointed out that in privately held businesses, the founder/owner is so much a part of the business that purchasers are particularly interested in who is going to be running things when he or she leaves. Buyers are basing the purchase price on projected performance. ”

”That is exactly what some research on resumes uncovered,” Gail chimed in. “If you have two candidates that are equal in every other way the candidate perceived as the one that will deliver on higher expectations is the one that gets hired. Been there, done that and got the T-shirt is not enough. Getting the interview starts with the cover letter not the resume. If the letter is more than a transmittal and shows a little flair while voicing career expectations the candidate has a better chance of getting through the door.”

“Welcome to my world,” said Rob. “What you two are blithering about is Brand, plain and simple. One of the best definitions I’ve ever heard for it is that Brand is a promise. It is the sum of people’s expectations fulfilled. It is the mouthwatering first taste of the chocolate chip cookie you smelled baking in the mall. It is the relief you know those over the counter pills will give you for your arthritis. It’s what makes that two hour ride to Granny Elders for one of her Sunday dinners worth it…both directions.”

“Anticipation is what gets them,” said Chris, our digital specialist. “I keep going back to print to understand the direct marketing side of digital campaigns. The deeper I get into the swipe file the more I find that the successful campaigns get people to respond for reasons other than features and benefits. Sure, you have to have that information but the real hook is what the prospect thinks they will get for making the purchase. Sure you have to solve their problem but the solution needs to be as they see the solution, not as you do.”

Rick said, “Your mention of a swipe file reminded me of a letter I keep on the bulletin board by my desk. For years the Wall Street Journal used the same letter to generate subscriptions. It is on monarch sized paper which makes it look like it is from an executive on his personal stationery. It carries the Journal logo at the top and is about a four page letter. It begins with a paragraph that sets the scene on a beautiful spring day 25 years ago when two young men graduated from the same college. It fast forwards to today when the same two men are attending their college reunion. One is a manager in a company. The other is the company president. The rest of the letter deals with what made the difference.

The key thing however is that the recipient of the letter was constantly in front of the writer. He was focused on the desire of the reader to succeed. (If you’d like a copy ask in a comment.)

Kate nodded. “Now you know why I ask some of the questions I do,” she said. “A lot of sales people try to rush it. I find that the less I try to close the better off I am, particularly if the price is substantial. The questions I find most helpful are ones like:

What do you expect to happen if you go ahead with this?

What will happen next when we put this in place?

Afterwards, how do you think things will change?”

“If you’re going to sell what they want to buy you need to understand the emotional impact of the purchase on the prospect,” I said. “That is true whether you selling in print, on line, or face to face.”

 

Jerry and the crew will return next week.

Jerry Fletcher crafts Trust-based marketing guidance for the “Little Guy” adapting enterprise level approaches that work for little or no money and time. Learn more at: www.JerryFletcher.com

Jerry speaks professionally on three continents. Learn more at: www.NetworkingNInja.com

How Little Guys Can Find Their Briar Patch And Win At Marketing.

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Briar Pach Marketing“Every small business has to figure out how to market with limited funds and limited time,” said Rob. “The problem is they get all wound around an axle trying to do branding and pushin’ to beat the odds on social media and they wind up just getting tired and feelin’ like Enterprise level operations are gwan to whup on ‘em.”

“Hold it’” I said. I’ll bet not everyone here knows the Brer Rabbit stories, Bubba. That is what you’re talking about, not the Nebula in the Star Trek show, right?”

Rob replied, “I’m talkin’ rabbits not rockets. You see, Brer Rabbit was a ‘Little Guy.’ He used his wits to beat Brer Fox time after time. That is the secret no matter what kind of business you have. Sure there are times when massive amounts of money poured on an opportunity are going to get the Foxes share but a little ingenuity can go a long way to making your business successful.”

Kathy said, “I see where you’re going with this. You want folks to look at the Briar patch as their happy hunting grounds. It’s like telling a cold caller not to go into that high rise looking for business.”

“I’m not familiar with the stories,” Chris said.

“The stories are about a very clever rabbit. I responded. He continuously turned the tables on just about all the other critters in the woods. Even though he was little, his ingenuity kept him alive and well-fed through adventure after adventure. Once when captured by Brer Fox he pleaded not to be eaten saying, ‘Please don’t fling me in that briar patch’ each time the Fox suggested how he might be cooked. The fox flung him. Brer Rabbit laughed and scampered to safety through the home of his youth.”

“Nice summary for a Yankee,” said Rob. “The key thing here is that there are differences between Little Guys and Enterprises. In my view here’s what you can take advantage of:

  1. You don’t make committee decisions. You don’t have to check a bunch of schedules and wait until everyone is available. You can have a meeting in a heartbeat and make a decision before the Foxes, Bears and other big critters can find the conference room.
  2. On the other hand you can use the same sort of scheduling and contact management software to keep track of your team as well as your customers, prospects and suspects. And because you’re operatin’ in your briar patch you know those folks a lot better than someone who is not used to thorny interactions.
  3. You can easily monitor your marketing campaigns in real time and adapt the analytics developed for internet usage by your out-of-the-briar-patch competitors. In simple terms, use your ingenuity and your ability to move quickly to win on your terms. Remember, you need far fewer sales than the enterprises to have a successful business.”

Gail took a sip of iced tea, stirred it and said, “So what you’re saying is that the Little Guys really have an advantage. The combination of ingenuity, decision speed and desire, no, essential need, to know how things are going moment to moment provides an edge, an edge that is the key to winning.”

“Couldn’ta said it better myself,” said Rob.

Do you agree? What other Brer Rabbit differences would you add? Let us know with your comments.

 

Jerry and the whole menagerie will be back next week. See you in the Briar Patch.

Jerry Fletcher builds trust-based marketing strategies for Little Guys. Small businesses introducing themselves, new products or new services that are taking their business up a notch. Learn more at: www.JerryFletcher.com

Jerry is an international professional speaker and consultant. Learn more at www.NetworkingNinja.com

How To Get Inside A Closed Mind

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Mind change Graphic

Factual graphics can begin to change closed minds

The saying should be “A graphic with the appropriate caption is worth a thousand words,” I said.

“I thought it was a picture is worth a thousand words,” said Kate.

“The problem is that people keep trying to put information into smaller and smaller bites,” said Gail. I saw some research I passed on to Fletch the other day that showed how to get people to see things your way. The scientists tried three ways to get folks to accept the evidence in the case:

  1. A paragraph of copy that provided facts that were in opposition to the participant’s viewpoint.
  2. The evidence presented as a chart or graph.
  3. Building the self esteem of the test subjects so they are less threatened by the facts.”

Chris said, “I’d bet on the chart. As a Digital Marketing Director I know we can get real traction with graphics. I’ve used infographics to great success. It isn’t always easy and sometimes the facts are hard to pin down, but when you can find a good source it is powerful.”

“The key is what the mind perceives as ‘real’ and therefore more believable, “ I said. If you use the scientific rigor that was applied in this research you have to agree with the findings. Taken alone, the data confirms the old saying.”

Rob chimed in, “Don’t y’all just hate it when he says something like that? I mean you know he’s gonna land on that with both feet. But before he does I want to make a point ‘bout branding. A logo type is a kind of graphic and originated so that folks who couldn’t read would be able to find the tradesmen they needed. Today, logos play the same role but the other visuals that accompany any corporate communique have to be consistent with the perception of the company. As malleable as folks would like the public to be, they aren’t. So the thing for everybody to remember is you can trash your image in a heartbeat. Be careful y’all.”

“As I was saying,” I continued. “You have to understand where the person you’re talking to is on the spectrum of belief on the subject. On top of that you need to know when to say more and how to say it. An open mind is searching for data. A closed mind is not. A graphic is a great way to sneak up on a closed mind. It is like having a passkey. You’re in before the alarms can go off. And then you can get on with the persuasion.”

Gail said, “ That is, in essence what the research said. But I agree with Fletch. It is an opening to begin the persuasion. You can’t stop there. If you use a chart it must have a heading that is factual and does not draw conclusions. If it is embedded in an article the tenor of the piece should be one of sharing hard data. If conclusions are drawn it must be closer to the 1000 word level.”

“She’s kinda right.” I said. “All you “Little Guys” take note. Often we cannot get people to read the 1000 words. So write a caption for the graph. Have it open with facts and suggest that there is more information including charts and graphs available if they will just click through. Place graphics at multiple points in the copy. It will get your message read. It will be more persuasive. You’ll convince them to buy.

Let me say that again:

  1. Use a factual headline that engenders curiosity
  2. Make the graphic the major illustration
  3. Put a caption under it to get people reading
  4. Use long copy to persuade
  5. Sprinkle the copy with graphics (and caption)
  6. Stick to the facts
  7. Include a specific call to action ”

Agree or Disagree? Let us know with a comment below.

Jerry and his crew will be back next week talking about what you need to know to build your business.

 

Jerry Fletcher is a Marketing Consultant and Coach who works with just a few select small businesses, solopreneurs and start-ups at any time. www.JerryFletcher.com

Jerry Speaks and will be making a rare local appearance in Oregon, a presentation for Oregon Horse Country on September 20. www.NetworkingNinja.com

 

How To Find Your Golden Key To Automated Client Development

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You were saying, “Little guys need automated marketing, too, just like enterprises.”

Golden key to CRM“They do,” I replied, “but they don’t have the time or money to use a system built for an enterprise. They need to squeeze as much juice out of the systems they use as they can. The good thing is that entrepreneurs are always trying to find ways to provide a better deal.”

“So what are you recommending?” asked Chris.

“Mo’ importantly brer CRM, are you telling them the whole story? I mean it’s like the difference ‘tween a shovel and a backhoe. Which is better, ‘pends on the size hole you got to dig. So are you tellin’ folks to get the enterprise software and use just part of it or systems built for the little guy that don’t cause as much stress on the wetware?

“Yes,” I answered. “I’m just trying to give the ‘Little Guy’ an edge. But I have to tell you there is a CRM system that is integrated with an inbound marketing solution that I’ve telling people about lately. The neat thing is their support team goes above and beyond to help. I was trying to get the two synced during that hot weather spell where it was over 95 for 3 days. Between my computer being in that heat and what that did to internet connections I thought I would never be able to use Big Contacts and Active Campaigns. The guys at BC ran tests using my database, made a video of it and sent it to me to see what could be done with a decent connection. And they made sure the sync took so I could use AC. (That’s Active Campaign not Air Conditioning).

As I go forward setting up a store on my web site for Marketing Without Money TM and other digital products I’ll be investigating more services that are developed and optimized for small businesses.

What I like about this solution is the simplicity. You can load all your contacts into Big Contacts using a CSV file. You can track them via company and individually by name. You can tag them so it is easy to maintain multiple lists inside your complete list. Those of you that have seen me present CRM Magic know that the list of things I believe are ideal in an integrated system include:

  • Contact Manager
  • Calendar
  • Automated Actions
  • Regular E-mail
  • E-mail Marketing (including Mobile)
  • Auto Responders
  • Web Landing Pages
  • Forms Linked to Auto Actions
  • Easy integration with Social Media

I wrote that list over two years ago when no low-cost, easy to use system was available for the ‘Little Guy’. It’s almost like they were listening.

But don’t take my word for it. Go see for yourself. Here are the links again:”

Big Contacts           Active Campaign

Jerry and his mob (I know that’s a bunch of Kangaroos but we’re not down under at the moment) will be back next week. No one ever knows what marketing for small businesses topic will overwhelm their lunch.

Consulting:    www.JerryFletcher.com

Speaking:     www.NetworkingNinja.com

How Enterprise Solutions Can Be Adapted For Small Businesses

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Sometimes the top selling software solutions are dead wrong for the “Little Guy,” I said.

The "Little Guy's" secret to using Enterprise software “But, Fletch,” Kate said, smiling, “The secret is that sometimes you just have to use part of it, not all of it to get your money’s worth.”

“You’re right,” I said, “That is one of the things I found out working with Kamind, my client that literally wrote the book on implementing Office 365. It was developed for really big companies but priced so that even small businesses or solopreneurs can afford it. Having the suite of office software that Microsoft offers available all the time including all the updates is why most folks look at signing up.”

“But that is only the sprig of mint on that mint julep,” Rob drawled. “I checked it out when you told me about it and there is a great deal more. You can have up to five machines in an individual network and all of them are sync’d. In otha’ words the e-mail comes into all of them and if you delete it on one it deletes on all. Even a solo can use that!”

Rick, our Direct Marketing pro said, “But wait, there’s more.”

He was pelted with dinner rolls.

After regaining his composure, he went on, “There’s all kinds of stuff built into it for collaboration so if you have work teams in your small business you can use SharePoint to keep everyone connected and all the files up to date. Or you can use Lync to have a meeting on-line with high–def video and audio screen sharing. The pricing is a steal compared to what you’d have to put out just upgrading the office suite alone.”

“You guys sound like a commercial,” I said. I agree that’s one where the value is unquestionable. Even if you only use a tenth of what is there the price is right. But I was thinking more of CRM systems. I recently took a look at the top 10 systems according to the industry magazine. Every single one of them was so ‘robust’ an untrained person would not know where to begin to implement it. The run of the mill sales person would find it ‘daunting and not very helpful’ while the marketing staff would need weeks of training to begin to build, implement and analyze campaigns.”

“So what is the small business to do?” Gail asked.

“We ‘Little Guys’ have to understand the strategic importance of what the enterprises are doing and put those parts that make sense to work for us. We need to seek out products that are a little simpler but capable of handling the tactical implementations we can afford both in terms of time and money. In the last week I’ve found myself sharing the solutions I’ve found with a distributor, an application development company, an association, a high-tech entrepreneur, a non-profit and a retailer.”

“Does that have anything to do with the product line you are working on?” Kate asked. “I know you consult on contact management and develop the campaigns used by companies from solos up to enterprises to sell their products and services. Is it different when you have to deal with the infra-structure as well?”
“Yes,” I said, “But that part of this discussion is going to have to wait until next week, I’ve go to dash.”

 

Jerry Fletcher, Networking Ninja, Marketing Rainmaker and Contact Relationship Magician is an International Professional Speaker and Marketing Consultant. This former Ad Agency CEO, PR agency founder and World Class Direct Marketing Agency COO crafts Trust-based marketing to build businesses, careers and lives of joy.

Consulting: www.Z-axisMarketing.com Speaking: www.NetworkingNinja.com

Marketing is Using Single Sale Secrets to Convince Multitudes to Buy

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Markerting is multitudes, Sales is Singles“Most of the presentation was like looking for a light switch in the woods.” I answered Gail. “What every entrepreneur needs to understand is that to be successful their product or service needs to appeal to the multitudes but the only way to be sure that will happen is to understand why the single sale closes.“

Rob drawled, “let me get this heah straight…a light switch in the woods you say. Either they or you are confused.”

“Yes and yes,” I said. “I was speaking about Contact Relationship Management to a group of young entrepreneurs. Their expectation was that a CRM system should go from initial contact to final sale…seamlessly.”

Chris asked, “So what did you do?”

“I remembered what Kate said last week: Marketing is multitudes. Sales is Singles.

That seemed to get through to them. I used these examples:

  1. You’re sitting in an audience at a conference and the speaker tells a story about a signature act –an action taken by Johnny, a young grocery bagger that kept people in the line he was working even when the store manager opened several other registers. Afterward you ask the speaker for advice on how to apply this marketing principle in your shop. She tells you the Signature Act is not marketing, it is sales. It can have a marketing impact but it is meant to make a difference one on one.” More? See the article in Resources on my consulting web site and search Signature Acts on this Blog

Marketing is multitudes, Sales is Singles.

  1. Then I went interactive. I said: Those of you that would like to have more money to build your business, please stand up. The whole audience was on their feet. Then: If you’re willing to accept a loan from family and friends, please stay on your feet. About 10% sat down. Followed by: If you’re willing to give up stock in the company to family and friends for funding, remain standing. About 80% stayed on their feet. How many of you are willing to work with venture capitalists? Fewer than half remained standing. And last, how many of you are willing to give up control of your company for funding? Only a scattered few were still on their feet.

“All of you,” I said, “want money.” “Only a few will sell out. Each group responded to the key element for them. Each group can be approached with the promise that works for them. But every sale is singular. it is reached between you and your benefactor. There are no enmasse sales.

Marketing is multitudes. Sales is Singles

Part of the difficulty is that there are so few people that understand both traditional and digital marketing plus the age–old myopia and fear regarding sales. Well it leads to this kind of confusion.”

Kate piped up. “Fear of sales?” she asked.

“Yes,” I said. Entrepreneurs find themselves having to sell every step of the way. They have to sell their ideas to get others to join them and then they have to find the money to keep the vision alive and they find themselves having to convince alpha and beta testers. They would prefer to turn the business development, the marketing and sales of the company, over to someone else. But the customer, whether it is the banker or the buyer, wants to speak to them.”

What every entrepreneur needs to understand is that to be successful their product needs to appeal to the multitudes but the only way to be sure that will happen is to understand why the single sale closes.”

 

www.JerryFletcher.com is where you’ll find way too much information about Jerry’s consulting services and experience. Sign up for The Whole Enchilada there.

www.NetworkingNinja is Jerry’s Professional Speaking web site. Keynotes, Workshops Rates, Dates as well as audio and video samples.

Branding and Your Name

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“Fletch,” Gail asked, “Why did you change the name of your blog?

“Well,” I said, “somebody did notice!”

Name is brandChris said, “I know without him telling me…at least part of it is SEO.”

“You’re right.” I said. “It was called Jerry Fletcher’s Dialogue Blog  before because it captured the essence of these Friday lunch conversations. But the name didn’t cover what the blog is about, the information being conveyed and the reason I do it in the first place.”

“I notice you kept your name in it” said Rob.

“That I did my friend,” I replied. I remember a discussion we had a while back where you pointed out that in any professional service business the ones that are remembered are a person’s name along with the service they offer. Some of the examples you used were Ogilvy and Mather Advertising and Frank Gehry, the architect who designed the Guggenhaim and the new Disney Theatre and Regis Mckenna the PR Genius in the early days of Apple. You pointed out that even the most creative name for a company didn’t make much difference because if it became successful they would start asking for the founder or key guy or gal by name. ”

Rob looked thoughtful and then said, “Thas still true today. Human nature doesn’t change all that much in a few short years. It I’s a good thing for any entrepreneur or small business owner to know that customers and prospects remember your name combined with what you do. Y’all are your brand whether you like it or not.”

Kate said, “And right there is why he changed the rest of the name. Jerry Fletcher’s Secrets of Small Business Marketing gets at what he does. He is all about working with small businesses, what he calls the little guys to take on the enterprises and win or simply operate profitably below their radar.”

“Give the lady a perceptivity prize,” I said. “I’ve dedicated the last 20 odd years to figuring out what I can steal from the big guys, the enterprise level companies, and put to use for the little guys. I’ve worked in both arenas so I know how to morph a strategy or tactic from both directions.”

“For instance?” Rick asked.

“The hook in 30-Second Marketing TM.” I said. It always starts with your name, then the phrase that makes you memorable. Like a CPA that identifies himself by his name and the phrase ‘they call me Captain Crunch’ as his hook. A little word play sets him apart from a lot of other number crunchers and bean counters.

Or how about on-line marketing for small retailers. A couple ladies started a cupcake shop nearby. When I spoke about on-line marketing for the local chamber they asked how much advice they could get for a few cupcakes. I introduced them to Fish Bowl Marketing. I told them to put a fishbowl next to the cash register and start collecting business cards. Then they started e-mailing a weekly flavors calendar and offering a coupon for a second cupcake free when you brought a friend in on your birthday.

Then they taught me a lesson. Because so many of their customers were women who did not work they put out a register for them to sign up. They collected e-mail, birthday and text address because that is what that segment of their customers wanted them to know. That is a simple but effective secret for small retailers I can pass along.

So yes, the newly named blog will provide practical advice for little guys, Secrets of Small Business Marketing, but still do it in the form of a dialogue”

Let us know if this blog helps you.

Jerry Fletcher is a master of business development. Learn how he can help your business grow at www.JerryFletcher.com

Jerry speaks professionally. Recommend him to an association or organization that small business members. Learn more at www.NetworkingNinja.com

Marketing Is Not A Matter Of Opinion

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Not my first rodeo“So did you fire that client,” Rob asked?

“You know this isn’t my first rodeo,” I said. “I have fired clients before and I’m sure I’ll do it again. It always bothers me when someone believes they have more expertise than the person or organization they are hiring for that reason. I’ve been in the middle of that nasty space since I was an ad agency ‘fire fighter’ long ago and far away”.

Rob drawled, “but the question here is whethah you’re the bronc or the rider. Now, I could have said Bull or rider but theahs just too much bull being slung in this discussion.

I’ve been bucked off and I know that it hurts everywhere but most of all deep down in your pride. The thing you got to pay attention to is you got on that ride thinkin’ you might could bring it to rein. When that doesn’t happen you discover it about 6 seconds in and the next thing you know theahs a clown keepin’ you alive.

Reckon I’m your clown. My advice is get out. You’ll burn yourself out arguin’ and any work you do will be damaged by the lack of belief both parties have. Pull your tail out from under granny’s rocker and hie yourself down under the stoop and wait for a friendly face. Believe me, you don’t need the aggravation.”

Kate looked over her glasses at Rob and said, “Bubba, It scares me. I’m beginning to understand you. In this case I think you’re right. There are times when things just don’t work out. I know Fletch was the go to guy in a big ad agency when clients were getting out of hand and I’ve met some of the folks he got back on track. So if he says this time it is different than perhaps he’s right. Maybe it is time to fade into the sunset. But, I’m like him I don’t like to admit defeat.”

“But is it?” Asked Rick. “I don’t think it is admitting defeat. You saddle up in the chute and at that point there’s no doubt who is in charge. Then the gate opens and all hell breaks loose. That’s what happened here. That Bronc or Bull has no respect for you. What did you expect?”

I responded, “In all truth I think of the client as a friend, someone I’ve known for an easy 20 plus years. We have never agreed on politics or how to change government but have always listened to each other. That’s where he earned his spurs about 20 years ago. I would defer to him in that arena without question. But that is not fundraising from the general public for a charity in small amounts. And that is the problem.

He believes this requirement is in his bailiwick and I believe it is in mine. That is not going to change. I grant his expertise in political stuff but not this. And he is just as adamant.

“Two choices,” said Gail. “Walk away or do it his way.”

Chris chuckled and said, “Don’t look now but I think he’s headed back to the chute.”

What would you do? Tell us down below.

Fletch and his marketing buckaroos will return next week. See you then.

Learn more:

Networking, Marketing and Contact Relationship Magic for the “Little Guy”
www.JerryFletcher.com

Speaking on Trust based Marketing, Networking and Inbound Marketing
www.NetworkingNinja.com

Do Your E-mail Numbers Add Up?

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Girl with AbacusChris, back from vacation and full of energy flopped into a seat and said, “The latest data on e-mail could prove to be confusing.”

“How’s that” Digital Developer? I asked.

“What baffling bit of analytics is making you cranky,” asked Rick.

“Since you guys are so happy to see me I’m going to make this a test:
Which should you optimize for words or pictures?”

Rob jumped in saying, “We live in a visually oriented society. So usually I’d go with pictures. But I know the powah o’ words so I figure he’s runnin’ one on us and I’ll go that way.

Gail said, “I’ll go with words because that’s my stock in trade but I know how valuable the right photo can be.”

I said, “I’ve seen the research so I can safely say, it depends.”

Kate snorted and said, “Both of you quit hedging and tell us.”

Chris said, “It really does depend. When you survey the population about two thirds of people say they prefer mostly images. But when you look at click through rates every picture you add lowers the rate.”

Kate asked, “Is it different between men and women?”

Chris replied, “Men prefer text, women mostly images but either way it is nearly a 50/50 proposition.”

Rick asked, “Is there any data on when to send?”

“Yes,” Chris said, “But you aren’t going to like that any better.”

“Don’t tell me,” Rick said, “That, too depends.”

Chris smiled. “Yes. Here’s how that figures:

  • The best click through rates for marketing e-mails are on Saturday and Sunday followed by Friday, Thursday, Wednesday, Monday and Tuesday.
  • The pattern is pretty much the same regardless of list size flattening as the list grows to over 10,000.”

“The pattern is the same for e-mails sent by individuals to other individuals,” I added. The most surprising finding was the fact that individual e-mails are being opened up to 12 days later.”
“What about mobile?” Kate asked.

Chris checked his notes and said, “People use Desktops, Laptops, Phones and Tablets. They don’t stick to any single one. Eighty percent use a desktop or laptop part of the time. About 57% use a phone part of the time. And tablet use is up to 33% of the time now.

I said, “The real question is what should the little guy do with this information? In most cases he or she must look at what they are sending and compare what they sent to the actions taken. There is no silver bullet, single answer but you can improve your performance if you use the analytics available to you and change based on actions not words.”

Thanks for stopping by. Please pass this information along to any “Little Guy” that needs help figuring out how to market a business with limited time and money.

Jerry Fletcher records the commentaries of his rowdy crew of marketing and sales experts weekly. Learn more about his consultancy at www.JerryFletcher.com
Jerry speaks professionally and has appeared on three continents. See some of his signature stories at www.NetworkingNinja.com