All posts in "Small Business Marketing"
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When Targeted Direct Mail is Oxymoronic

By Bill Alpert / June 30, 2013

Have you asked yourself this question: “Who is my targeted customer?” If so, the question itself could be very telling. Across my 35 years in the world of business, I’ve seen many companies come and go. Sadly, I have to make this observation: We spend far too much time on superficial marketing and tactical activities when the […]

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Marketing Means Knowing When to Say “I’m Sorry”

By Bill Alpert / June 11, 2013

What you’re seeing is the cover sheet sent along with my Sunday LA Times, that arrived a day late, and only after I called. Unfortunately I called after 10:30 a.m. Tough luck. Why is it my fault that the Sunday paper was never delivered? That’s what the flyer implies, and that’s how it makes me […]

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The Right Strategy Wins

By Bill Alpert / February 10, 2011

If you’ve tried everything, and nothing seems to be working, it could be your strategy. After decades of working with business owners, I’ve found that even the most basic marketing tactics are effective when the right basic strategy is in place. And when no strategy (or a poorly chosen strategy) is in place, the world […]

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2 Step Tactical Marketing Using Print

By Bill Alpert / February 10, 2011

1. Start with a great strategy. (see our post on strategies) 2. Create a postcard, mailer or brochure that speaks clearly to your strategy. You can’t go wrong here. Your strategy encompasses your strengths and the deep needs of your customers. Your tactic is simply opening a communication channel with your customers. Examples: If your […]

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