Is Ignorance on Fire Ever a Good Thing?

Is Ignorance on Fire Ever a Good Thing?

The following video is part of my new “Ivanism” Garage to Global series, hosted by Entrepreneur.com, where I expand on catch phrases I have used frequently over the years.   I know, it’s a strange concept: “Ignorance on fire is better than knowledge on ice.” Most people read that statement and think, someone who’s excited but ignorant can do more harm than good. I’m here to tell you […]

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Three Things Your Business Degree Didn’t Teach You

Three Things Your Business Degree Didn’t Teach You

One common misconception among business people, especially those new to the field, is that a bachelor’s degree in marketing or business will provide all the necessary skills to own, operate, or work in a business of any size. Time and again I’ve seen men and women struggle in business, flabbergasted because they followed the steps taught to them as undergraduates. It isn’t until they get […]

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Have You Created an Identity for Your Business?

Have You Created an Identity for Your Business?

If someone asked you what your business’ identity is, would you be able to give them a clear answer?  If not, now is definitely the time to give some thought to how you can create an identity and an image for your business that will work for you around the clock.  Why is this important?  Because, as Jeff Davidson, author of Marketing on a Shoestring […]

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How to Zero in on the Benefits of Your Business

How to Zero in on the Benefits of Your Business

Last week I wrote a blog explaining the importance of focusing on the benefits of your products or services (as opposed to the features of your products/services) when communicating with networking partners and potential customers. Once you have a good understanding of the difference between benefits and features, you can begin zeroing in on the benefits of your business.  In order to do this, your […]

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Can You Pinpoint the Benefits of Your Product or Service?

Can You Pinpoint the Benefits of Your Product or Service?

Sales training often teaches us that customers make buying decisions based on (1) their emotions (“Sell the sizzle, not the steak!”) and (2) the value the product or service brings to them.  Marketing specialists capitalize on customers’ emotion-based buying habits.  Customers choose a product or service based on its benefits, not its features.  The features are simply the bare-bones facts–the elements or significant parts–of the […]

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Leverage Your Smallest Billboard

Leverage Your Smallest Billboard

With your business card, you have an opportunity to hook yourself into the minds of people you meet while networking.  Sure it’s a lot smaller than a roadside sign, but it can be as effective as a catchy billboard nonetheless. For its size and cost, the business card is probably the most powerful marketing tool you own.  Take one of your cards out right now […]

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The #1 Tip for Hitting the Target with Marketing

The #1 Tip for Hitting the Target with Marketing

Marketing isn’t something I was always confident about.  When I first started out in business, my degrees were in Political Science and Organizational Behavior.  I had very little marketing experience until I went to work for a transportation company in Southern California and, within a two week span, went from a role in purchasing to a significant role in marketing–a huge change that was an even bigger […]

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What Marketing Genius Thought of This?

What Marketing Genius Thought of This?

Unbeknown to us, the taxi drivers in Paris, were all on a two-day strike in protest of the “Uber” App, (a personal sedan service that can be requested via an app) which has been cutting into their profits, according to the taxi drivers. The irony is that there strike drove us right to Uber!

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8 Questions to Ask Yourself When Considering a Sponsorship Opportunity

8 Questions to Ask Yourself When Considering a Sponsorship Opportunity

Local communities and organizations–be they service clubs or professional groups–depend on sponsorships to make ends meet at some of their events.  This is also true for association trade shows and exhibitions.  In most cases, the dollar amounts for sponsoring events of this sort are modest–ranging from a few hundred to a few thousand dollars. How many times have you been asked to be a sponsor?  […]

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Getting a New Referral Is a Done Deal . . . True or False?

Getting a New Referral Is a Done Deal . . . True or False?

When one of your business contacts passes you a new referral, does that mean the prospect is ready to hear a presentation on your product or service?  Repeat after me . . . NO.  Assume nothing. When an associate passes you a referral, say thanks, then start digging for more information.  Exactly what does the prospect do?  What products or services does he want from […]

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Mega Partnering VI Event

Mega Partnering VI Event

I am excited to announce that I will be presenting at the Mega Partnering VI conference (www.MegaPartnering6.com) this year which is taking place in Los Angeles, CA from November 29-December 2. The event is run by the J.T. Foxx Organization (www.JTFoxx.com) and J.T., whom I’ve gotten to know over the past couple of years, has invited me to give a presentation on how to achieve […]

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The Profit Puzzle of Business

The Profit Puzzle of Business

I recently had several business associates ask me about finding a good model for a business plan that they can use for their franchise. Being able to market your business is, to a large extent, based on understanding your business.  Understanding your business begins by creating a plan.  One of the best models I’ve seen is one that I have used and recommended for years.  It’s […]

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