Ron's Articles

The Patient Experience Initiative

By Ron Rosenberg

We got an e-mail this morning from the CEO of the eye care practice we use for our annual checkups, and where Lorie gets her glasses made. (I'm fortunate enough to not need general-purpose glasses - only the lowest-level reading glasses.) The message was inviting us to participate in their "Patient Experience Initiative." It seemed like a sincere request:

I started this business over 30 years ago with a commitment to providing a great service experience to each and every person who walked into my practice.I want to more...


The "One-Handed Economist"

By Ron Rosenberg

In our lives - at work and at home - we have many important decisions to make, some fairly straightforward, and some with significant and far-reaching implications.

We don't want to make a mistake, and so we sometimes invest a lot of effort into making exactly the "right" decision.

Unfortunately, it's extremely difficult to make this "right" decision on a regular basis - all we can hope for is to make the best decision possible with the information and resources we have available to us at the time.

But this desire to make a perfect decision with imperfect information can more...


Floor Wax...or Dessert Topping?

By Ron Rosenberg

If you're over a certain age, then it's likely that the title of this article and the photo to the right are making you laugh already. If not, then let me explain... One of the most common problems we see when evaluating people's marketing examples is that they try to accomplish too much - attempting to reach several distinct groups with a one-size-fits-all approach that almost never works. Trying to be "all things to all people" is an approach that's going to give dismal results every time - that's why focusing on the Message-to-Market Match is so critically important in everything you more...


Faith is a Verb...

By Ron Rosenberg

Don't worry, this isn't going to be a "religious" article - after all, personal faith is, well, personal, and, for that matter, well beyond the scope of this newsletter. Let's call it more of a grammar lesson. I had the opportunity around 20 years ago to attend a presentation by the late Dr. Steven Covey - you'd know him best as the author of the bestseller book, The 7 Habits of Highly Effective People, where he was talking about the nature of personal relationships. Covey gave an example of a married couple more...


The Alternate Readership Path

By Ron Rosenberg

Marketing is essential, and one of the most important skills you need to be successful is the ability to write compelling copy. This is true whether you're writing a radio ad, scripting a video, or developing a print piece like a post card or sales letter. In fact, when working in print, good copy is critical because people are processing the information in two ways: visual and auditory. How Do You Listen to Printed Words? It's easy to see how "visual" comes into play - after all, we have to see the more...


Ask the Right Questions...

By Ron Rosenberg

There's a scene in the 1994 move, "The Karate Kid" where Julie, played by a young Hilary Swank, is asking questions of her teacher, Mr. Miyagi, and becoming frustrated at the seemingly evasive nature of his answers. The conversation ends with this exchange: Miyagi: Ambition without knowledge is like a boat on dry land. Julie: I don't quite understand your answer. Miyagi: The answer's only important if you ask the right question. This is an interesting concept, and has strong implications for us in our daily lives. You see, we tend to ask questions like, "Why do bad things happen to me?" more...


Do You Need Lawn Care?

By Ron Rosenberg

We always talk about the importance of the "message-to-market match" - making certain that the product or service you're offering is interesting and relevant to the market you're presenting it to. In yesterday's mail, we got a post card from a lawn-care company. It invited us to contact them for a free, no-obligation lawn analysis. Along with that, they would give us a quote on fertilizing and mowing, plus aerating and over-seeding the lawn that's done in the fall. Sounds like a good pitch except for one thing: in our subdivision, lawn care is provided by the homeowners association and it's included more...


You Are Not Your Customer...

By Ron Rosenberg

As people begin to learn about our "Outrageous Marketing" strategies, there's a fairly common reaction. When we teach them about proven strategies like multi-step sequences, "junked-up" copy, and "lumpy-mail" items like vinyl zippered bank bags and miniature stainless-steel garbage cans, I'll almost always get a response like this: "Ron, I understand what you're going for here, but my customers are too sophisticated for anything like this..." Make no mistake - the message-to-market match is an important and fundamental principle that applies to every marketing campaign you do - you always talk to a particular market in the language they speak, build affinity more...

The Left-Handed Guitarist

By Ron Rosenberg

As we find ourselves in the first "full" week of work after the holidays, it seems like reality hits us head on, and we start to question the commitments, goals, and resolutions we made for the new year.

What started out as good intentions fade as the enormous load of our various responsibilities seems to overwhelm and overpower everything else we want to do.

But it's precisely this challenge that defines our character - it's the ability to face and overcome adversity that makes us who we are.

And with that in mind, I wanted to share a perfect example of this; more...


Social Media - Worth the Effort?

By Ron Rosenberg

If you listen to all the buzz, "social media" is the most amazing thing ever to come along since the discovery of fire. And, in some ways, there's maybe a bit of truth there.

Social media and the connectivity and instant access provided by the Internet have made communication easier than ever.

In the past, the dissemination of information was restricted to traditional media institutions (newspapers, magazines, and TV and radio stations) - now anyone with a computer can publish a blog or even an "Internet TV show."

When I was growing up, music came on records produced by record companies. Now, more...