Are You Using Your Points of Difference to Increase Your Prices?

by Dr Greg Chapman

When promoting their offers, organizations struggle with a strategy to set their prices. Too high, and nobody will purchase, too low, everybody will purchase, yet they won’t survive. So what is the right way to establish your pricing strategy?

Economic theory tells us that you ought to set your prices as high as your market permits. Yet, what does that mean?

What I learned about Marketing from our Dog and Cat

by Dr Greg Chapman

While our dog is getting on in years, and suffers from arthritis and is almost blind, there is nothing wrong with his sense of smell and he loves his food. If you give him top grade steak, or just plain dog food from the can, he gulps it down the same way he did when he was a puppy. He will eat what our cat doesn't finish from her bowl. In fact if she throws any of it up, he will eat that too. He is just not that fussy. In fact the only thing we have found he won't eat is brussel sprouts. (I can't say that I can blame him.)

The Best Marketing Advice You can get may be Free

by Dr Greg Chapman

For most businesses there is are 2-3 big players in their industry. These business are well known to people outside your sector. They have well defined niches which they dominate. They don't even know you exist, but you and your customers certainly know they do.

Ad of the Month – Making a Silk Purse out of a Sow’s Ear

by Dr Greg Chapman

From time to time, even the best products and services get lukewarm, or even bad reviews, but there is one industry that has become infamous for its twisting of such reviews. In fact they are often shameless. Even so, every once in a while you have to admire their creativity.

How much are Your Customers Costing You?

by Dr Greg Chapman, MBA
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Jenny runs an architecture practice. She does some advertising, and always asks how enquirers found her, so she has a good idea how well her advertising is working, and has a good estimate of the cost per lead. She also knows how many of these turn into clients, and has come up with a cost per sale, but is this the reality?

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