Rashid Kotwal's Articles in Marketing

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Are You Destroying Loyalty Business, like art, imitates life. Your success in business, like life, is primarily dependent on your relationships. And relationships are built on two things - trust and loyalty. This Marketing Stuff Doesn't Work....Or Does It It never ceases to amaze me just how many people who've been on our marketing lists will call at some point. And the common theme is, "We keep getting your stuff - and quite often we'd just delete it. Stick-to-it-ivity - Stubborness With A Purpose It can be so easy to quit. Life seems hard, bills are pressing in, you have family issues, the job or business isn't going the way you want it. You just want to curl up into a ball and hope the world passes you by. A Tale Of 2 Vendors It was the best of vendors, it was the worst of vendors, it was the age of wisdom, it was the age of foolishness (apologies to Charles Dickens). Good Times Can Be Dangerous Why? Because we're very busy with business and money rolls in. And we can get complacent and tend to not make time to market ourselves, work on our business and nurture our business relationships. The Best Promotion We've Ever Done.... It was 9:30pm on Thursday and the air was alive with the sound of incoming email chimes. We were seeing the first results of the most successful marketing campaign we've ever done. And the best part is that it took 2 hours to put together! Adding The Personal Touch Let me pose a simple question… Given the choice, where would you spend your time: a) With someone who makes you feel special b) With someone who patently couldn't care less about you Lessons We've Learned Along The Way It's been a great start to the year. Barbara and I have signed up a number of new clients and firmly debunked the myth that "nothing gets done in January due to the holidays". So while this is great for us, what's it got to do with you? Good Enough" Never Is What ever happened to good old fashioned service? You know the type - you went into the corner shop (try finding one now) and the owner (who'd been there for donkey's years) greeted you by name, picked out the best produce for you and made real conversation. And if you weren't happy with something - it was fixed! The Story Of Carlos Have you ever walked into a shop looking for something small and inexpensive, and found yourself handing over your hard earned cash for something really expensive that wasn't even on your radar initially? Come on, be honest… it has happened to you at least once in your life, hasn't it? I Watched In Awe.... ... As we watched speaker after speaker rack up what to most of us would be unimaginable sales figures within an hour of being on stage. Where were we? On Saturday and Sunday, Barbara and I were at the "Silent Killer" seminar - a marketing sell-a-thon where the ticket proceeds went to Ovarian Cancer research. Where Are You Casting Your Client Net 1. The money's in the list! How often have you heard this? Many times? But have you actually taken it to heart and truly understood the power of this one statement...If getting new clients is one of your business goals, (and I have yet to come across a business that isn't interested in this), you can spend your money in many ways acquiring clients. Not Making Money In A Booming Economy Ironically, in the midst of a booming economy, times are tough for a lot of people! Interest rates are going up, petrol is at unprecedented prices and is set to soar even more and bananas are unaffordable in Australia. What's Your Money Thermostat What? You don't believe you have one? Ask yourself this… "Am I making all the money I want and achieving all the success I aspire to?" "How do I feel when I see someone who's obviously made it?" Do you immediately have thoughts along the lines of "They must be a crook, They're just lucky, They're living on borrowed money" etc. Are You A Zombie Hunter I can hear you asking, "What's a zombie hunter and how does this relate to me?" Let's spend a second defining zombie. A zombie is that mythical figure of the walking un-dead. It relates to you, as a lot of your customers may well be defined as zombies. Sitting At The Captain's Table Barbara and I were ruminating about the old days. You know the ones. Where the Chef in a restaurant came out and greeted the diners and asked if you'd enjoyed the meal. The Myth About Selling Anything To Anyone Whether you're in business or you're employed, you've probably built up an extensive list of contacts over the years. People who know you, probably like you, and maybe even trust you. People who could provide you with other contacts, do business with you, or just lend a friendly ear when necessary. There's Gold In That List Whether you're in business or you're employed, you've probably built up an extensive list of contacts over the years. People who know you, probably like you, and maybe even trust you. People who could provide you with other contacts, do business with you, or just lend a friendly ear when necessary.

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