Valuable Advice: Use Your Words! What to Expect from Marketing Copywriting

useyourwords
One of the biggest complaints we hear from prospective clients is the lack of creativity in the marketing writing.It's an age old question: How do you distinguish yourself from competitors who offer the same product or service? The fact is, most marketing copywriters are average writers who lack the ability to inspire and entice with their writing....
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Valuable Advice: It’s Not You, It’s Me… Secrets of a Great Long Term Marketing Relationship

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As of this writing, half of Dog Star Media's clients have been with us for more than fifteen years.We have two clients who are going on almost twenty years with us. Our Boutique Service approach is designed to nurture good relationships into great ones, but that is a two-way street. Do you seek the security of a long-term relationship with a market...
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Valuable Advice: Where Does Your Web Site Fit Into All This?

jenga
If you are like most small businesses you made a fairly sizable investment in your web site.It should have a look and feel that connects with your target market, guides users through an engaging user experience and works to convert visitors into customers. Let's say you had all that build and it's sitting there on the web. Now what? The Valuable Ad...
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Valuable Advice: Best Practices for Positioning

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 A few factors conspire to frustrate small business owners about branding. The first is the idea that an elaborate, creative logo is needed and the second is that anyone can write a winning slogan. Both of these misconceptions bog down marketing and create unrealistic expectations. It's why at Dog Star Media, we always emphasize positioning. T...
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Valuable Advice: Best Practices for Web Maintenance

bestpractices
Most web site developers, SEO companies and tech support services are not good at explaining how web sites work to the novice. Complicating matters, most small business owners don't want to worry about the small technical details of their web sites. They just want them to work and not have to be concerned with it. So, at Dog Star Media, we start al...
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Valuable Advice: What Kind of Marketing Company Do You Want?

whoareyouhiring
Marketing companies are not interchangeable parts, but that is a common misperception. A business owner who is unsatisfied with his or her marketing company must determine the source of their dissatisfaction before changing companies, or it's likely the problems causing the dissatisfaction will continue. The first thing you want to do is factor out...
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Valuable Advice: The Tea and The Tea Cup

teacup
Most business owners have a strong personal identification with their web site. Done right, a web site is a personal statement on style and value for a small business owner, which is understandable psychology. Thus, conversations about web sites can get emotional, which is fertile ground for someone trying to sell you a new web site, when your curr...
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Valuable Advice: The Mark of Great Sales Experience

tennis
Win-win or no deal. That's the philosophy practiced by great salespeople and great business owners. If the transaction and service is not a good deal for both parties, why do it? Unfortunately, all of us have experienced the opposite in buying products and services. At Dog Star Media, win-win/no deal is the sales philosophy we teach clients and the...
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Valuable Advice: The Watermelon Seed

watermelon
Nearly twenty years ago, I first asked a client, "Which would you rather swallow, a watermelon or a watermelon seed?" It's an absurd question, but it effectively illustrates how positioning works. The watermelon is a concept that takes a lot of words and effort to be understood. The watermelon seed is an idea that has obvious meaning to most people...
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Chapter 8: Using Video Properly

It's hard to find someone who disagrees with the belief that video is the best medium for marketing. Rich, moving images blended with audio and effects, quality video production is the most interesting way to roll out your message. The viewer can just sit back, watch and view the details. Everyone wants video; the only pushback is the cost. Profess...
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Chapter 7: How We Misplace Our Message

Every business has an important value proposition to make for its prospective customers. In the case of a fee-for-service medical or dental practice, doctors must focus on several points of validation for themselves and their practice in addition to explaining the value of procedures and services. It can get complicated, and a practice's message ca...
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Chapter 6: Sales Management to Reduce Noise

We define sales as person-to-person communication that results in a resolution. When a sale is completed successfully, it should be a win for both parties. Seems simple enough, right? Actually, it's not. Since humans are executing that person-to-person communication, this is the source of plenty of noise. Verbal communication to build value and exp...
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Chapter 5: Ways We Create Confusion

When it comes to advanced or elective services for both dental and medical practices, we can all agree the market needs educating. Therefore, you approach marketing to educate the customer on the value of your services and procedures. You and your services have a highly desirable and worthwhile value, right? Well, when your message agrees with the ...
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Chapter 4: Ways We Don’t Listen

Most business owners, including dentists and doctors, are familiar with the vital importance of listening to prospective customers. In the case of a medical or dental practice, these customers are both patients and prospective patients. In 7 Habits of Highly Effective People, Stephen Covey said it best: "Seek first to understand, then be understood...
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Chapter 3: Why Design Matters

When I speak at dental or medical meetings, I pose the following query to the doctors: "If everything is equal, would a new patient choose you over a competitor based on your education and experience?" It's a trick question. All thing are NOT equal. You can be the very best, but if your media is not communicating, then too much noise will block you...
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Chapter 2: Using Metrics as a Basis for Decision-Making

There are plenty of starting points when addressing the issue of noise in your marketing efforts. I like to start with a concept that makes the most impact on all aspects of your marketing: Metrics. Using metrics for decision-making may seem like an obvious practice, but in most cases, this one idea challenges business owners on several core habits...
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How to Jump The Productivity Gap

As we head into 2018, a productivity gap is forming between practices that embrace the power of content marketing and those practicing old keyword and search strategies. In the coming year, you can expect that productivity gap to grow even more, specifically for small, niche businesses like fee-for-service or advanced medical and dental practices. In other words, you either know the most productive way to market on the Internet or you don’t.

Content marketing and its related tools are designed to leverage the Internet’s communication possibilities according to how people use the Internet now. As communication evolves on the Internet, the way we use the web changes, the tools we use change, the sites and portals we use change ... It all changes. 

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Your Customers are Smarter than You Think

I recently took part in a customer focus testing of a web application. A group of people were brought in to a small room with a laptop and asked to go through a series of tasks related to the web application that was being developed. The test was being videotaped; based upon the results of the test the application was going to be either revised or released.

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