Tag Archives: Marketing

4 prospecting strategies that beat cold calling

When I first went out on my own, I cold-called my way through a battered copy of The Canadian Writer’s Market. Although the effort eventually resulted in some freelance writing work, the experience was painful, as I recently recounted. The tactic is unlikely to lead to success these days. Who answers the phone any more? […]

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Your mission: make the logo boring. (Nailed it)

Maybe “The Weed Store” was taken. For years, beer drinkers in Ontario bought their 12-packs and two-fours at an outlet called Brewers Retail. Unofficially, people called it “the beer store,” and The Beer Store it officially became in a 1985 rebranding. Now the Government of Canada is getting ready for the legalization of cannabis this […]

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The ABCs of SEO (event recap in tweets)

(Updated April 30, 2018) If you run a small business, you want to be found for both your company name and the products or services you offer. At a meeting of IABC/Toronto’s Professional Independent Communicators this week, speaker Ray Litvak shared some tips for doing this. Several people were “live tweeting” the session, and I’ve […]

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How to keep your marketing e-newsletter in the spotlight

Email newsletters are back – or maybe I should say are still – in the spotlight. And whether sent by large companies, media giants or solo entrepreneurs, email newsletters can be a powerful marketing tool. For example, the content marketers at Copyblogger get massive amounts of traffic every day. But the biggest day every week […]

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3D branding from the inside out

Branding is more than a logo or a tagline; it’s a promise. That’s the basic message of a recent panel discussion on “3D Branding” for IABC/Toronto’s Professional Independent Communicators (PIC). Here’s a brief look at what each speaker said about the three dimensions of branding, particularly for our group’s small businesses: 1. DEFINE You can’t […]

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You still need a business card! Here are 9 reasons why

I recently met someone whose company had “gone totally digital” — no business cards. She admitted it was often awkward. Yes, a business card may seem unnecessary in a digital world where your contacts are easily found on LinkedIn. A business card may seem old-fashioned. You still need one. Here’s why: 1. You don’t have […]

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How to harness the power of the inbox

Email marketing is a powerful tool. As proof, digital marketing expert Javed S. Khan shared these statistics at a recent meeting of IABC/Toronto’s Professional Independent Communicators: 91% of people check their email daily 88% regularly check email on their smartphones Email gets delivered 90% of the time or better, compared to Facebook posts that reach […]

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Answer my email, it might be urgent

If you wanted to reach someone urgently, would you rely on email? Increasingly, it seems, you would. Well, you might not. I certainly wouldn’t in a business situation*– I would pick up the telephone and call. Yet at a professional development event earlier this week, a young millennial (27, she announced to the group she […]

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Why Pinterest is big business for small business

If you’re researching home renovations, planning a wedding or looking for recipes, chances are you have a Pinterest account. Big brands also have Pinterest boards, encouraging customers to “engage” with them by pinning photos of their products in use. But is this image-sharing site useful for small businesses that provide a service? Apparently so. Those […]

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Enough with the labels!

Address labels may once have been a nice way for a non-profit to say thanks, and encourage a donation. Not any more. I am drowning in labels given me by charities. Even though I do occasionally send cards or notes by snail mail, I will never be able to use all the labels sent to […]

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