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...evel, either to help them maintain control, or because they don’t understand the process. In this artic... you need to let it flourish. ACTION STEP:

... reached out and captured customers with a worthy idea. That's marketing demystified. 5. Raise the quality bar. A mailing arrived from what was touted as one of the outstanding new golf courses in the nation, with breathtaking views of Boston. But what came out of the envelope was anything but impressive. It was a "homemade" flyer produced on a poor quality printer regarding the venue's new restaurant and meeting rooms. Evidently, management didn't feel it was important to produce a first-class promotional piece that could properly reflect the quality of the facility. By trying to cut corners, they sent the wrong message. If you say you're first-class, then act first-class in the way you communicate with your constituency. Marketing is about making the appropriate impression. 6. Tell stories. Music videos sell ... forward with their noses to the ground without regard to oncoming cars. For example, businesses often make offers that fail to motivate customers. Online marketers quickly learned the value of offering "free shipping." That was a tipping point for customers. If the price was right, free shipping helped get the order. The same holds true of Internet service; whether at a coffee shop, an airport or a hotel, why pay for it when somewhere it's available free? After years of piling on "cash incentives," auto manufacturers called a halt when they lowered sticker prices. But when gasoline hit $3 a gallon, they hauled out a new round of bigger-than-ever discounts. At the same time, Toyota drew on its perceived value and quality strategy to attract buyers; this offers ...