So how’s my marketing? 

    Well, for the past 25 years I’ve gone into over a thousand firms and asked, “What’s working?” and “What isn’t?”  So now I figure, hey—whatever worked for 975 of the firms… it’ll probably work for you, your products and your firm.  Even if it’s marketing a product or service that's different from what you’re selling. 

    I’ve closed some pretty big gaping holes in client’s marketing programs with this base of knowledge.  Can I do this for you.  Maybe.  There are no guarantees in life but death and taxes.  But, I'm a pretty good bet for enhancing most marketing programs.

While most industries are similar, you’re right if you said yours was different. Some are a little different.  Some quite a bit different.  So here’s where seeing the marketing plan of those thousand or so firms I’ve looked at comes in handy. 

    Yes, I have noticed some campaigns work better in certain industries. More likely, I’ve seen it as few hundred times… or so.  I can usually figure out rather quickly what makes a particular industry so special, or marketing to a particular niche so quirky.  Trade Shows work well in somemarkets.  In other industries magazine advertising is the way to go.  Direct mail works in most markets where you can target your clients and prospects. TV.  Radio.  Newsprint.  Trials, successes and failures, too.  I've seen it all.  What works for you?  Just as importantly - what doesn't work.  And what haven't you tested?

There was a time I read every direct marketing book in the library, not to mention all the marketing books in bookstores.  I did that for years.  Still do sometimes, although I miss a few now and then.  You did this too, right?

    A lot of books today are too fluffy for me - big money behind mediocre titles pushed way up the Times best seller list with huge promotional budgets.  The Tipping Point?  Wasn’t that the old story of the straw that broke the camel’s back? Yeesh.  Who Moved the Cheese?  Sold millions of copies.  Got lots of promotional money to generate all those sales.  If you wrote a book titled Who Moved the Cheese I wouldn't think it would sell, but that's just my opinion and now you can see how wrong I can be.  Hey, I make mistakes too.  I think I made them all buy now.  It's called experience.  It's what you get when a campaign doesn't make any money.

    Yea, sometimes I get tired of hype.  Especially when it’s too much promotion for too little meat and potatoes.  For example, how much more do I really want to know about Paris Hilton or Lindsay Lohan.  Or hear what Hillary Clinton’s advisors have scripted her to say.  Money can buy a lot of media.  If you have this much money... let's talk.  Most of my clients need to get it right - the first time.

    Still, I read every marketing magazine I receive, and I receive dozens of marketing mags — each month.  Been reading them for the last 25 years.  I’ve written over 200 articles on marketing, and I’ve had my articles featured in most of the the marketing magazines and certainly all the direct marketing magazines at one time or another.  They still run my articles, too.  I have my own voice, and it's the voice of experience.