Marketing

Floor clock

In Promotion, Timing Matters

By Andrew Ballard Guest Writer This post originally appeared on Herald.net and is reprinted here with the author’s permission. Properly timing your promotion is vitally important to producing a positive return on your marketing investment. Reaching the right market with the right message through the right media at the wrong moment won’t generate sales. In […]

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Media Icons

How to Select the Best Media Mix

By Andrew Ballard Guest Writer Just when you thought the extent of communications channels couldn’t get any more confusing — POW! — a new medium emerges. Media fragmentation has made it far more difficult for marketers to generate a positive return on their investment. Holy media plan, Batman, what do we buy now? In this […]

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Man writing

Craft the Right Message for Success

By Andrew Ballard Guest Writer This post originally appeared on Herald.net and is reprinted here with the author’s permission. Marketing is a complex pseudoscience, one that has become even more challenging to get right in the adolescence of our digital era. And your success depends on crafting the right message. In this second installment of […]

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Variety of Customers

Have You Profiled Your Customer Persona?

By Andrew Ballard Guest Writer This post originally appeared on Herald.net and is reprinted here with the author’s permission. A few years ago I wrote a column, “The Four Secrets to Marketing Success,” that generated far more responses than usual. That feedback inspired me to provide more detail on each of the topics. This is […]

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Man gesturing in the fog

Chapter Three: Now, Tell Your Story

Heard any good stories lately? Come to think of it, what makes a story good? The art of telling any tale is to make it comprehensible and memorable. As a business owner or regular communicator, your messages must be both easy to understand (the comprehensible part) and easy for a listener to repeat — in […]

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