Lazy Guide to Marketing Resources

Person in hammockHaving trouble keeping up with all the
latest marketing tools (or even getting started)? Fortunately, there are lots of places—most of them free–to find great articles, videos, and resources to help you up your marketing game. So if, like me, you’d rather spend your vacation time gardening than sitting at your computer, here’s my lazy guide to marketing resources.

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Bring Out the Best: Descriptors vs. Taglines

Hellmann’s Mayonnaise has used the same tagline – ‘BRING OUT THE BEST’™ for decades. The “blue ribbon” treatment in the logo reinforces their message.

One of the most powerful ways to market your business or organization is to create a short phrase to help it stand out. Whether you’re using a descriptor or a tagline, a few well-chosen words can help shape how people think or feel about you.

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Do Labels Matter? Yes, They Do

Non GMO Project Verified LogoUSDA Organic, Fair Trade, B Corp, LEED Certified Non-GMO Project Verified…

There are hundreds of labels, certifications, and seals in the marketplace. The Ecolabel index lists 459 ecolabels alone.

It can be time-consuming and sometimes expensive to get your product, company, or organization certified. Does certification matter? Will it have any impact on your bottom line? Should you bother pursuing certification?

In a word, yes. And here’s why.

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Bake Great Customer Service Into Your Brand

We’ve all experienced it: the hipster barista too busy making snarky comments on her cellphone to take your order, the salesperson hovering over you that makes you flee without buying what you came in for, or the voice mail hell that seems designed to keep you from speaking with a human being.

A bad customer experience can go viral in seconds, yet when most small business owners think about branding, they’re more focused on their logo or tagline than their customer service strategy. Ultimately, customer service has more impact on your brand than the cool pictures you post on Facebook.

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How Can I Increase My Sales?

Almost every business wants to increase sales, but bigger isn’t always better! Good Egg Marketing doesn’t promote mindless consumption. We work with companies that provide great products or services that people genuinely want or need.

Here are a few of the tactics that the businesses we work with or admire have used to increase sales. By the way, many of these principles apply to non-profits, too.

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Is Your Marketing Having Any Impact?

My colleague Julia Shanks, principal of Julia Shanks Food Consulting, is an expert at helping farms and food entrepreneurs create and use business plans and financial analyses to grow their businesses. She’s also a chef and cookbook author. Not surprisingly, her approach to marketing is very analytical. I invited her to write a guest article to share how she measures her marketing tactics.

Myrna Greenfield

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Are You a Competitor or a Collaborator?

People seated at a table collaborating on a project
Photo by Jennifer Leonard, Creative Commons

It may sound counterintuitive, but the best way to grow your business may be through collaboration, rather than competition.

Americans are brought up to believe that we can’t collaborate with our competitors. There are even laws against price fixing, when competitors get together to agree on pricing. Yet, in many cases, being a collaborator rather than a competitor may be key to your success.

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How to Market Good Eggs (or anything else)

generic carton of eggsPeople who type “egg marketing” into a search engine often land on my website, goodeggmarketing.com.  I hatched my company name because I like to think of myself as a “good egg,” not because I raise chickens. But since I call myself an EGG-spert, it’s time I shared my thoughts about how to market them.

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When Less is Truly More

Are you better off selling at XYZ Farmers Market every week or every other week?  Will more people open your email newsletter if you send it out once a week or once a month? While there’s no one size fits all answer, with a little effort, you can figure out works best for you.

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Put Some Dazzle in Your Displays

The visual aspects of your brand–your logo, website, displays, and signage–say a lot about your business or organization. Just as your tone of voice can affect how people hear your words, the images you use to express your brand can either reinforce or undermine everything else that you say and do. So put some dazzle in your displays.

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