June 2008 Newsletter

Low Prices Are Not Always Your Friend

Cutting prices might seem reasonable given the state of the economy, but doing so could backfire over the long run, argues our columnist

The economic news has not been good of late, and that may lead you to believe you should find a way to lower your prices. After all, consumers will be looking for ways to cut back. But while lower prices may make sense from a short-term perspective, they may not be as strategic as you think. Let me explain.

Learn to Market More Creatively: Knowledge of YOur Industry can Bring Originality to your Business

The Nestle Corporation in Geneva, Switzerland, asked Leo Burnett Advertising in Chicago, Illinois, where creativity came from. The answer was revealed by asking the same question to artists, dancers, writers, musicians, poets, engineers, and architects. All gave the same answer to the question. They said that creativity comes from knowledge. The more knowledge you have, the more creative you can be. Applying creativity to the arts listed above has the purpose of human enjoyment. Applying creativity to your business has the primary purpose of generating profits. If it doesn't generate profits, it's not creative.

The Gatekeepers: How to Stop Blaming Voice Mail for Poor Performance and Start Closing More Sales

What's the difference between the Great Wall of China and voice mail?

One is a highly complex piece of engineering, designed to keep hordes of people out, and out of reach. The other is a large wall in China.

Voice mail. We love it because it lets us ignore calls we don't want to take, or prepare for calls we'd rather not take right now. We hate it because it also lets our prospects do the exact same thing - including ignoring calls from us!


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