About: Bill Hughes

Recent Posts by Bill Hughes

Know Your Marketing Communication Objectives

Marketing communications objectives. Before you choose how you’re going to talk to your market (ads, PR, mail, etc…) and after you position your product and company, it’s important to determine your marketing communications objectives. Exactly what do you want people to do after they visit your website, read your ads, articles, direct mail, etc. What Continue Reading...

Importance of Product Positioning

These are not the times for products everyone likes a little. Today’s customers are much tougher to attract and keep than just a decade ago. Everyone is skeptical. And why not? Every 20 minutes on television and even more frequently on the web you hear unsubstantiated claims of superiority about different services, brands of cars, Continue Reading...

Prospects Know Your Competition – So Should You

Your prospective customers probably know all about your competition and they expect you to be prepared to tell them why you’re better. So… in order to take business away from your competitors, you have to know their strengths and weaknesses. Keep separate files on each competitor. If any of your competitors are publicly held, send Continue Reading...

Most Valuable Asset – Your (Happy) Customer Base

When you try to sell something to people who have never heard of you or purchased from you, it’s a real crap shoot. To put it another way… you almost always lose money prospecting. Incredibly, the same thing is true in direct sales. That’s because if you prorate your direct sales and marketing budget against Continue Reading...

Most Critical Part of a Sales & Marketing Plan

Recently someone asked me what was the most critical piece of the sales and marketing plan. In other words what matters most? Advertising? Quality products? Good service? Prompt delivery? Plenty of cash? All these matter of course, but I wouldn’t choose any of them as most critical. I was tempted to answer “a great product” Continue Reading...

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