Ron's Articles

XS400 Special

By Ron Rosenberg

motorcycleWe all have what I call "markers." They're symbols, visuals, sounds, or even smells that trigger memories that transport us back to events in our lives from another time and place.

Recently I experienced a "marker" that stopped me in my tracks. I was getting my bicycle out of the car to do a 24-mile ride on the Greenway trail near our home, when I spotted it out of the corner of my eye at the other end of the parking lot - the motorcycle you see in the photo to the right.

I more...

Cement Mixer Artistry

By Ron Rosenberg

There are many ways to distinguish yourself from the competition, and, in the process, make yourself the only logical choice for whatever product or service your prospects are looking for. One of the most powerful of these involves the concept of the "unique process" - something about what you do and, more importantly, about how you do it - that makes you stand out from the crowd.

Find a way to do this, and the selection process becomes a whole lot easier, and leans heavily in your favor. Let's look at a few examples of how to identify and incorporate a unique more...

Try Before You Buy

Try Before You Buy

By Ron Rosenberg

One of the key concepts in our style of marketing is the concept of the USP - the Unique Selling Proposition - where you demonstrate quite clearly why your product or service is the only logical choice in any given purchase decision.

Admittedly, this can be tricky, especially if people can somehow view what you sell as a commodity - something that's interchangeable with other similar options - or if it's a particularly expensive product or one that represents a new direction than what the customer is familiar more...

Low-Hanging Fruit

By Ron Rosenberg

low hanging fruitWe're all guilty of it - the irresistible attraction of "bright, shiny objects - all the great ideas we think we can implement to increase revenue and grow our businesses.

The problem is that many times, these ideas are far too complicated to be implemented effectively, and they frequently take rebut they can bring a quick infusion of revenue and boost general morale by logging a few successes when other options msources away from other parts of the business that are proven winners.

It might just be more...

If You Got It, Flaunt It!

By Ron Rosenberg

People often get caught up in a common mistake: confusing features with benefits. If you've been reading our newsletters long enough, you'll remember that features are about you, your company, and your products or services.

On the other hand, benefits are all about your customers, clients, or members, how you can help them, and the wonderful experience they'll enjoy in working with you.

3Most businesses promote their features, sometimes even thinking that they're actually benefits. And that's a shame, because sometimes they have some really good benefits to share.

Take a more...

The More You Drink...

By Ron Rosenberg

There are two parties to any communication: the sender and the receiver. This is true in conversation, in broadcasting, and in marketing.

It's a difficult concept to grasp, and incorporating it effectively into your marketing is tougher still. But a recent experience helped bring this into focus...

Last month I was presenting at a major conference in Atlanta. For the evening entertainment, they had booked the iconic 1980s group, the Go-Go's - the first "all-girl" band to both write and perform their own songs.

They're one of the most prevalent groups from the "New Age" genre that was popular in the 80s, more...

Cheese Ravioli

By Ron Rosenberg

cheese ravioliWhen I was in Seattle to present a program at a marketing conference, a group of us met for dinner at the hotel restaurant. The menu looked good, and even had a section talking about the specials.

One item said to "ask your server about the special seasonal ravioli" so when our waiter came over to introduce himself, I followed that suggestion.

Me: (Pointing at the menu) "What's the special seasonal ravioli today?"

Waiter: "Cheese."

That was it: cheese. Not "asiago cheese ravioli finished with black truffle oil," more...

Trade Show Tips!

by Ron Rosenberg

tradeshowMany of the events I speak at are large industry conferences, and most of these feature some kind of trade show or expo floor.

These range from a few tables in a hallway outside the meeting room, to massive multi-floor extravaganzas taking up over 500,000 square feet of exhibit space.

One thing they all have in common, unfortunately, is that many of the exhibitors don't market their booths properly.

For example, at one recent event, as I was walking up and down the aisles on the expo floor, I more...

Well, You Are the Human!

By Ron Rosenberg

Kane Mountain Fire TowerThe picture to the right is of the Kane Mountain Fire Tower in Fulton County in Upstate New York.

Used as the primary means of spotting wildfires in the area before the advent of aerial and satellite imagery, and built in 1925, it stands 60 feet tall and offers spectacular 360-degree views of the surrounding Adirondack Mountains.

During a recent trip to visit our family in Upstate New York, our daughter and her boyfriend took part in a time-honored tradition: the annual hike up Kane Mountain, more...

Whazzup Up Doc?

 By Ron Rosenberg

There's an old expression that says, "When the going gets tough...the tough get going." And while it's a little cliche, there is some truth in it.

We often give up when faced with adversity instead of putting in the effort it takes to get what we want. This is certainly a situation many new college graduates are dealing with today.

But it's not a new phenomenon, by any means. Take Mel Blanc, for example. You may not know him by name, but you absolutely know his voice...or should I say, his voices. Because he was known as "The Man of 1,000 Voices" more...