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Consultants and coaches like to talk about the lifetime value of a customer. Bluntly speaking, lifetime value of a customer is a measurement of how much money I can get from my "relationship" with the customer. I put relationship in... Read More

The final building block in our marketing tactic model is the Follow Up block. As accountants, lawyers, and other service professionals, we tend to, as my fellow Duct Tape Marketing coach Bill Doerr is fond of saying “meet people by... Read More

The next block in our model of a successful marketing tactic is the all important Call To Action. Much has been written about the importance of having a call to action in your advertising and marketing materials, so I will... Read More

This post provides a quick overview of the book The Small Business Owners Guide to Alternative Funding. Read More

We’ve been talking about the building blocks necessary for successfully implementing a marketing tactic. We started by discussing the importance of starting from a sound marketing strategy and using that strategy to help set our goals and expectations for our... Read More

Continuing our discussion on marketing tactic building blocks let’s talk about the block labeled Tools and how it related to referral marketing, specifically, working with Strategic Referral Partners. For this discussion, tools include items such as newsletter creation and distribution... Read More

In last week’s Business Builder Newsletter, I outlined what I called the building blocks of a marketing tactic. This is a model I like to use to plan the elements that go into the successful execution of a marketing tactic.... Read More

Many businesses still don’t have a web site, rendering them virtually invisible to potential customers. For a couple of years now, I (and other Duct Tape Marketing coaches) have been referencing research from the Kelsey Group that showed 70% of... Read More

(This article originally appeared in Feb. 2010 Business Builder newsletter. I’m posting it here because I seem to be having related conversations with business owners with greater frequency.) Sometimes the biggest challenge in correcting your marketing problems is defining exactly... Read More

One of the challenges professional service firms face when starting a blog is consistently coming up with topics to write about. Back in September of 2008, I offered 5 tips to find topics to blog about. Here are three more... Read More