MARKETING: DO THE MATH by Michael Jans The words tell only half the story in marketing. Many people think marketing is sizzling sales copy, dramatic headlines, irresistible offers...

Call it branding. Call it marketing. Call it whatever you want. But it has the singular objective of motivating the right customer to want to do business with a particular company or to buy a particular product or service. In this document, John Graham lays to rest some common misconceptions on the role of marketing.

To serve your clients more effectively, grow your business, and match your competitors, you need the most effective website. Whether you’re planning a new site, reviewing an existing one, or developing an Internet-based marketing strategy, I’d recommend these guidelines:

Problem:The insurance industry is under attack from consumer groups, is the subject of political debate and radical legislative...

The preceding article examined five common agency marketing mistakes, together with remedies for these errors. This second in a two-part series by John Graham provides a list of five more mistakes and the reality checks that can overcome them.

Mistake #6. Failure to base decisions on fact. Marketing isn't about what you want to sell; it's about what someone wants to buy.

THE SEVEN DEADLY SINS OF MARKETING by John Graham Quite often, the problem is that companies fall into a marketing trap. In this article, John Graham explores the seven most likely reasons wh...