What strategy can a brand use to differentiate itself from the pack? One good solution is Specialization. Here's how to use it right.

10 times as many people read headlines as the body copy. When they do, you'd better have something to say. Learn what to say and why here.

A picture and headline are the best way to grab skimming readers. Readers don't want to stop, your picture must make them. Here's how . . .

This is the first of three articles about writing effective ads. See how to create headlines that make people want to read your ad.

Giveaways are the most ubiquitous items at any trade show. Exhibitors spend a lot on them, but which ones work, if any? How do you choose?

Buyers have doubts which must be overcome to make the sale. Concentrating on just logical explanations overlooks difficult emotional doubts.

Buyers may have doubts about a purchase, and be reluctant to voice them. See how to discover their worries and answer them to make the sale.

You know your buyers and what they want. So why can’t they see you have a great solution? It may be your assumptions and approach.

Consumers see your product or service through their eyes, not yours. It is a completely different view. Your ignorance will lead to mistakes

Traditional marketing advises you to "Find a need and fill it." Using that approach to create your marketing strategy is too limiting and ca

Sellers rarely see their product or service in the same way that buyers do. There's a proven way to differentiate a brand, but it isn't easy

When reality strikes and the bottom line shrinks, businesses are desperate for advice to help them. Here's a story of help for one of them.

Every store has an image in the minds of its shoppers AND those who choose not to shop there. Here's how to improve your store's image: