2011: new peaks. 2012: new horizons.

What can I say? Apologies for the gap in entries. We've been pretty busy at Slipher Marketing - particularly during the latter half of 2011. New clients and even more rewarding challenges and changes for us. And, we are looking for those to continue in… [More]

Write it down

Listen to Write it down by Slipher Marketing

Want to own it? Write it down. Said another way, if you fail to plan you’re planning to fail.

I see this necessity too often ignored by those pursuing success in business and marketing efforts. They say their business or marketing plans… [More]

CMS as a marketing tool

Listen to CMS as marketing tool by Slipher Marketing

I see new media technology all the time and my first question is almost always, “sounds great, looks great, but is this going to last?” I tend to be a skeptic about new media technology, and not necessarily an early adopter. This is simply because… [More]

Feature versus benefit

Listen to Feature versus benefit by Slipher Marketing

One of the most common yet most misunderstood, even overlooked aspect of marketing one’s business to customers is effectively communicating your benefits to customers.

This might seem elementary, but I’ve seen even seasoned marketing professionals confuse a business feature with a customer… [More]

Now hear this

Listen to Now Hear This by Slipher Marketing

I’m Andy Slipher of Slipher Marketing. I began Slipher Marketing in 2003 with the idea of helping businesses win and retain customers of their own all through smarter, more effective marketing communications. In my experience, effective marketing begins with strategy. It progresses through planning, and… [More]

Strategy at work in creative

There's a lot to be said for a solid marketing strategy, but if you can't execute your strategy through solid creative -- I'm talking about a specific creative approach to your marketing and media -- your strategy will sink. It's like hiring a great architect… [More]

Part II: Avoiding customer churn

Okay, now that you are more familiar with customer churn (if not, read this first) and why it's not a good thing, let's cover the common culprits of customer churn and how to not fall into the churn… [More]

Customer churn

A meeting with a longtime client this past week prompted me to write about a marketing issue that often crops up with businesses, both small and big.

Basically, the issue amounts to ushering new customers in your proverbial front door while letting… [More]

Marketing without myopia

There's an optical condition called myopia. Its more common name is nearsightedness. I often use the term in the metaphorical sense when describing how so many businesses get into the rut of losing perspective when it comes to its marketing behaviors.

Of… [More]

Why commit to a marketing plan?

"Why should I commit to a marketing plan?" Admittedly, I don't get this question very often. But, having written and presented more than a few marketing plans, my gut tells me that most clients have either made up their minds that they need one prior… [More]

My business card is crap?

Amid this slow-job-recovery I've seen more than a couple articles, news items, and YouTube videos speaking to the enduring importance of the business card - one that leaves an impression. I couldn't agree more about the following:

1. As a marketing medium,… [More]

The value of the logo

I've taken part over the years (and as of recent) in more than a few projects which involve both evaluating and designing logo treatments. Here are some of the high points of what I've learned:

1. Businesses (particularly new ones) often devalue… [More]

Chasing the media monster

There seems to be a furious chase that's going on right now to keep up with ever-evolving social media. However, at the risk of sounding level-headed, let us reiterate that media is nothing more than a means to an end. It is not the goal… [More]

Blast off

As of January, 2010, this is the new Slipher Marketing website -- a resource for clients, prospective clients and those just wanting to be better marketers. Have a look around. If it involves marketing, we've addressed more than a few marketing conundrums and have helped… [More]

Tidbit

If you're going to differentiate yourself in your marketing efforts (and you should), make it meaningful. Being different for different's sake is defined as a 'gimmick.' A gimmick never holds up over time nor does it build value in the mind of your customer. [More tidbits]