We all have a vision of what we want our audience to experience and feel about our company and product. Positive feedback is always remembered clearly. But, criticism is hard to hear and we want to get past it as quickly as possible. How did you handle your product’s most recent criticism? Did you approach it as a single unique issue?

How you handle customer complaints and compliments is telling about how important audience impression is to your planning. Business coaches agree you need a positive attitude to successfully navigate the challenges of running a business. This includes having a great opinion of your product or service.

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Have you heard copy is king? It is a longstanding concept taught for generations. I heard it at college and my first ad agency job. I have seen many ad agencies perpetuate the concept when the management team comes from sales and copy departments.

A headline is a powerful element. It draws reader in, but not if it is only 12 pt and a light font. Design is the first influencer that determines whether the audience gets captured and drawn into the sales process of the package.

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Netflix is eating into HBO's subscribers with its streaming movies, TV shows and specials, and soon Amazon will be challenging Netflix … and it all started with the demise of Blockbuster.

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I was pleasantly surprised one morning when I opened my egg carton. There, facing me was an unexpected greeting. It warmed my heart. The unexpected morning greeting encouraged me to have a great day in just 3 words. 

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I have been told, no matter your business, the defining decision a customer or client makes in determining whether to purchase from you or your competition, comes down to one single element: service – the overall experience and delight of dealing with your company.

Let’s face it, the price tag of the purchase determines whether customer service is a factor or have a big an impact it, makes on the decision. We all have to buying groceries so convenience can out weight the fact that a store doesn’t provide customer service. Great customer service won’t make a difference if you have a limited budget and you don’t expect to need help with set up or troubleshooting.

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The acclaimed Disney Institute focuses on details as markers for success.  Interiors, door knobs, parking lot, even the office pictures influence consumer experience. Do the details support the image being built?

Traditional or online, the most successful marketing encompasses every aspect of your business no matter the industry you are in. The difference is solely in what your customers notice most...the small details.

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Today the one tool every business has is a website. The sad fact is that many companies put little to no effort into their website. Delegating to experts is a smart business decision, but it still requires your attention to direct the content and branding.

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