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Dave Donelson's Blog

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Aug.22.2011
Back in the good old days when parents actually corrected their children’s behavior, your mother might wash your mouth out with soap if you used certain four-letter words. Today, you should do the same to whomever writes your advertising (even if that’s you) if your ads contain the most offensive...
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Aug.10.2011
The sounds of a baby crying or a telephone ringing are impossible to ignore. Can the same be said about your advertising? Getting your prospective customer’s attention is the crucial first function of every ad, whether it be in print, broadcast, or on the side of your delivery truck. People pay...
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Jul.25.2011
Let’s talk about your advertising. Why it works and why it doesn’t work a lot of the time. There are three basic advertising functions, which you must keep in mind. These are the goals that advertising can accomplish for the advertiser: image goals, sales goals, and positioning goals. They are not...
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Jul.19.2011
When it comes to sponsoring sports teams, it’s all about ROI: Return on Investment. Put another way, what’s in it for me? The marketing essence of sponsorships—-whether you put your money into race teams or the PTA bake sale—-is the endorsement value that the investment gives you. There is,...
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Jul.07.2011
Plenty of small business owners consider advertising a total waste of money. According to them, word of mouth is the best advertising and that’s something you can’t buy. They’re right, but only partly: word of mouth is the best, but you can buy it. That’s what good advertising does-—it buys word of...
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Jun.27.2011
Did you know that more Americans use the Internet than read a newspaper every day? That’s bad news for publishers, but great news for business owners and managers looking for ways to reach customers. If you’re like most business operators when you think of the Internet, you visualize a website for...
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Jun.21.2011
Many business owners have considered how much - if any - time and money they should devote to marketing online. The Internet does offer many exciting business growth possibilities, however. The marketing possibilities are limited only by your imagination, your pocketbook, manpower, and patience....
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Jun.14.2011
Price-cutting competitors are like rust on a steel tool: as soon as you clean it off, it starts forming again. And, just like insidious oxidation, price-cutters can’t be ignored. If you don’t pay attention, they’ll erode your company’s business. One way to respond to price competition is to meet or...
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Jun.07.2011
One of the biggest, fastest-growing segments of the automotive performance industry is the off-road market, but beware of approaching it as if it were a monolithic mass. The market ranges from axle-busting rock crawlers and dust-eating dune racers to soccer moms whose grill-guarded, suspension-...
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May.11.2011
Being a salesperson means working against the clock. You don’t have 24 selling hours in a day. You really don’t even have eight. My estimation is that most salespeople only have about five and a half hours daily when they can expect to be giving in-person presentations. And working extra hours won’...
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May.08.2011
The thing that first attracted me to a career in sales was the freedom the job offered. I could set goals for myself and follow my own methods to reach those goals, I could choose which projects I wanted to work on, and when it came to working in the office, I could come and go as I pleased. And...
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May.01.2011
As a salesperson, there is one important activity that should always be considered when managing your time: making calls. Remember that the more calls you make, the more sales you make. Woody Allen had it right when he said that “80 percent of success is being there.” You’re “there” more often when...
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Apr.25.2011
Creating an annual plan for yourself allows you to prioritize and set aside time for your most important activities. The plan is your long-term strategy and should include blocked off time for activities with your accounts with the greatest revenue potential, since those are most worthy of your...
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Apr.22.2011
No matter what type of negotiation you are taking part in, information is a must. The more information each party has about the other, the more smoothly the process will run. And in sales, most of us have practice gathering this information—it is much the same as the information you’d want to know...
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Apr.18.2011
Most salespeople disqualify prospects based on assumptions many times during their career. It’s easy to do—you just jump to a conclusion that is based on suppositions without doing any research on them. If a prospect doesn’t use products like the one you’re selling, you might write them off...
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