Musings on

leadership

By July 23, 2010

The Four Strategies to Generate More Revenue for Your Company

When it comes to increasing revenues, there are four primary strategies that business leaders must examine and improve within their company. As part of our process, Kinesis focuses on each one of these areas to determine the best way to maximize it. By implementing our process, our clients are able to take their company to the next level of growth and profitability.

By July 21, 2010

Your Company Mission Statement is the Soul of Your Brand

Knowing your mission will accelerate your brand like nothing else can. A well-crafted mission statement can provide the focus and motivation you need to take your business to the next level. Here’s how to write a powerful mission statement for your company.

By July 19, 2010

How to Write a Value Proposition for Your Company

A strong and differentiated value proposition can position your business to succeed. A value proposition is a short statement that tells your prospect why they should buy from your company. It is focused on outcomes. It helps spread word-of-mouth marketing and it differentiates you from the competition.

By March 8, 2010

Finding the right customers and becoming more profitable

How you are hurting your bottom line… Today, I want to address an issue that I see afflicting many professional service businesses. It directly relates to your profitability and how you are positioning your brand. The issue is this: when you do not have a strategy to select your best-fit Dream Customers, you hurt your […]

By June 29, 2009

Lifetime Customer Value (LCV) Calculator

As a follow-up to this earlier post, I thought I’d provide a hand-dandy little Excel spreadsheet that you can use to compute marketing project budgets. This spreadsheet addresses more than just the LCV – you can actually use this to sheet to calculate retention rate, for instance). It’s a great tool you can download directly […]

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Setting a Marketing Budget: Lifetime Customer Value

At Kinesis, the #1 question I get is, “How much will it cost?” To which I say, “What’s your budget?” I know this sounds a tad flip, but the reality is the driving force behind a marketing effort should not be the price of the project. On the contrary: the emphasis behind any marketing effort […]

By March 16, 2009

Marketing in a Recession. Crazy…like a fox!

I think we’ve all got the memo: the economy is in the toilet. Yep, it’s more than just housing and automakers. The current recession has reached into nearly every nook and cranny of our diverse economy. Quick to React Many businesses have a knee-jerk response to a downturn – cut the marketing budget. Or, more […]

By November 4, 2008

Pens and Pallets: ROI on Good Design

As an artist, I appreciate a good pencil. In fact, I’m in the market for the PERFECT pencil. This isn’t just any pencil – it’s a $40 work of art that has a built-in sharpener and a clip allowing you to take it to meetings, brainstorm sessions, and any other place where pens are the […]

By July 22, 2008

How to Write a Sales Letter

I receive a lot of email. I’d say at least 30 messages a day (not counting spam). Included in this potpourri (haven’t used that word since 1987) are client messages, job requests, and sales letters. I’d like to take a few minutes to focus on the last category of message, since many of our readers […]

By July 15, 2008

When the Economy Slumps, Marketing Will Keep Your Business Thriving

This morning on NPR, I heard Federal Reserve Chairman Ben Bernacke warn us that the U.S. economy faces “numerous difficulties.” For most of us, this isn’t news. People are being increasingly careful where they spend their dollars. As a business owner or a marketing professional, it’s important to remember that the ups and downs of […]