The Four Keys to Qualifying
If you’ve ever wondered why your agency spends so much time and money to...
Why Advertising Agencies Don’t Advertise
Most firms have no problem making these claims of creativity or strategy privately in...
Workshops: Better or Worse Than a Paid Pitch?
It's been common for a long time for agencies to kick off a new...
Positioning for Profit
There is only one reason marketing communication firms are hired, and therefore only one...
The Target Is Not the Market
We all understand the idea of a target market. Hopefully, you have a formalized...
The Complex Battle for Margin
The battle to increase gross profit margin isn’t that complicated. By simply charging more...
Creating Objections
In my counsel to agency principals and business development personnel I spend too much...
7 Tips for Selling into a Recession
I’ll leave the bottom line guidance to the finance, human resource and other experts...