In the day-to-day rush, it’s easy to get dazzled by new, shiny ideas. Business leaders can find themselves asking, “Wouldn’t it be great to have a new video?” or plunging headlong into planning a special event with lots of glitz—without asking how success will be measured and if the effort will move the company toward its goals.

Marketers polish their brands to a high gloss shine. Every word, color and font carefully honed to perfection. When marketing works effectively, leads are generated and new customers come in the door, call or go to your website.

But these victories won’t do you any good if the customer experience falls short.

"Dear Valued Customer,"

I recently received an email with this salutation from a company where I spent a significant amount of money about two years ago. They wanted to see if I needed more of their services. They even referenced a survey that I had “recently” filled out—but actually had done more than a year ago.

“Everyone should buy my product,” is the answer we often hear from both startups and seasoned marketers when we ask about their target audiences. But marketers rarely have enough time and  budget to market effectively to everyone. Here’s 6-step method to crush your marketing goals with smarter targeting.

The television series Burn Notice features a spy, a retired Navy SEAL and a former IRA operative working together as unlikely do-gooders rescuing underdogs and making bad guys quake in their boots. While the characters run full-tilt into danger (like most reasonable people won’t) they offer lessons every marketer should take to heart.

"We don’t have budget for advertising. We just need to get our name ‘out there.’” We hear this from small organizations a lot. There's little budget, but they still expect measurable results from a single marketing investment or activity.

But occasionally throwing your name—your brand—“out there” doesn’t do anything to build trust, loyalty or brand equity.

An increasing number of brands are trying to push themselves into people’s faces. They think this approach will move audiences to their way of thinking. Instead, it does just the opposite. Here are 3 places where it happens and what to do instead.

COVID has challenged us all in many ways. One of the many areas slapped squarely in the face is customer experience. Experience is more than service, and is a differentiator for brands. It’s more than saying thank you or delivering a purchase promptly.