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Following is a Q&A with Ellen Cagnassola, the Soap Executive Officer (SEO) of SweetSoaps, a maker of custom soap products based in New Jersey. Ellen’s been on our radar for some time now (we’ve blogged about her in the past) and we found her on Twitter doing everything successful entrepreneurs do - make a good product, make good connections and make people aware of her. And just like professional Read More

You know that your product/service has reached ultimate 'Brand' eutopia when you achieve "Kleenex-Level Distinction". Kleenex's brand is so strong that a good percentage of American's will ask for a 'Kleenex' vs. a 'Tissue' when they need to blow their nose Read More

The goal of any business is for the customer to walk away happy with the transaction. Whether it be product, service, etc., the customer should ALWAYS walk away happy with a feeling of satisfaction that they made the right choice. Tom's Shoes has taken that one step further. Not only do their customers walk away feeling good about a purchase of well made, fairly affordable shoes, they also now wa Read More

Looking to capture a little luck of the Irish with your next press release? This week’s big event is St. Patrick’s Day, which means you’ve still got time to send out an eye-catching press release for small business that’s worth its weight in gold (or at least a pot of gold). Read More

What is 'personal engagement' really?

Shane Ketterman of Five Forces Group says:

"personal engagement is taking the time, as a company or corporation or service provider, or whatever your business is and making me (the customer) feel as if you care, are listening, and update me on what’s happening with my product/service/project, etc." Read More

PR can be a touchy subject – especially if you’re an outsourced PR company and not an employee within the company wanting publicity. In either case, here are four mistakes that you’ll never want to make when working in PR. Read More

Each customer is treated as if they are special, as if they are royalty and deserve to be doted on. As a Nordstrom customer, you should walk away feeling like a million bucks, because you were just treated as if you are.

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Trying to succeed at marketing without a clear vision of who you’re marketing to is like setting out on a trip without a destination. You must know who you want to serve with your product or service before you start building the campaign to reach them. Read More

That is the question behind every customer decision.

“Why should I, as your potential customer, trust your service/product/organization?”

So as a business owner, your question to yourself should be;

“What can I do to improve my customer’s trust?” Read More