simple

July 7, 2016

Cut Down On The 5 Biggest Expenses In Your Business

Every business has expenses. And, as much as we don’t like them, they are part of the nature of what we do. But there are some things that businesses spend...
October 22, 2015

An Addiction To Axioms

Be careful about accepting things the way they are, simply because it has always been that way. The world was flat, until someone finally thought otherwise. The earth was the...
March 10, 2015

You First

The premise of my newest book, Profit First, is to take your profit prior to expense. Ahem - take your profit first. I am eternally grateful for the emails that...
August 13, 2013

What Street Signs Can Teach You About Advertising

Advertising has changed. A lot. Customer attention spans are nil.  We want what we want, not what you want us to want.  So how do you advertise when people want...

What Street Signs Can Teach You About Advertising

Advertising has changed. A lot. Customer attention spans are nil.  We want what we want, not what you want us to want.  So how do you advertise when people want what they want when they want it, and will ignore you otherwise?  You take a lesson from street signs. Provide concise, accurate information for the people who are seeking it.

A parking sign with an arrow

When I need to find a parking spot, the first sign (advertisement) that serves this need gets my attention. If it is concise, it motivates me to take immediate action.

Change your advertising so that when I need you, I can find your ad fast.  Then, make your message concise. Super concise. And point me in the direction of the next step.  Simply put, here are the 3 steps to today’s advertising:

1. Be where I look for you.

2. Deliver your message concisely and obviously.

3. Give a simple and obvious next step.