The cardinal sin in email marketing

Getting emails to open and convert, social media engagements or anything else we're trying is brutally challenging. Everyone, from a one-man-and-a dog in his garage to a multi-million dollar business, are all using the same tools.

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Zev Asch
You're always in a start-up mode

This isn't Harvard Business School material. It's an entrepreneurial mindset, your internal business compass reminding you that nothing- business, customers, economy or you name it- should ever be taken for granted. This is especially true when your business is doing well, growing, expanding, making a lot of money.

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Zev Asch
They don't look like that

Two things never fail when it comes to making connections and acquiring new customers: Integrity and transparency. In simple terms, “walk the walk, talk the talk.” It’s not that difficult if you stop chasing hacks and shortcuts and just “be yourself.”

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Zev Asch
Can Testimonials Be Trusted?

How do I know that this testimonial is real? How do I know if the person even exists? How many of the business’ friends and family posted reviews? All valid questions because trust and integrity are a real challenge in a world where anyone can post and say anything and their identity can be real or fake.

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Zev Asch
Deep Breath

What is the equivalent of the Breathe app for business owners who get up every morning, buckle their seatbelts and go on a rollercoaster ride for the remainder of the day? I'd like to call it the "business owner's out-of-body experience"

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Zev Asch
Look at your bills.

There is a good reason why I stopped subscribing to "try for 30 days, cancel anytime" offers that require a credit card.  I looked at my credit card statement recently, a bit more carefully than usual, and discovered a bunch of charges I completely forgot about.

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Didn't. Doesn't. Won't

One of the most frustrating aspects of working with small business owners is their lack of patience when it comes to marketing. 

I get it, the Internet is to blame; the deceptively easy tools we use to reach prospects and customers (social media, email, blog) create equally false expectations:  the digital equivalence of "If you build it they will come" is "if you post it or email it they will buy."

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MarketingZev Asch
A tribute to my Mother

I must admit, I don't need Mother's Day to remember my mother. She's etched in my memory and heart forever. But, a few days ago was the  anniversary of her passing, I thought it would be good to share her with the world. (Yes, this is Mom and me in the photo). My biological mother passed away two weeks after I was born from a rare infection.

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BlogZev Asch
Unhide your unsubscribe option.

It never fails and happens each time I get a little bit excited. 

I read a lot, I am all over the web and occasionally I come across great content. Since I'm a marketing guy I accept the quid-pro-quo - in exchange for my email I get the content - and there lies the "black ice of marketing" which causes so many marketers to crash and burn. 

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Email MarketingZev Asch
How to set a marketing budget.

It's that time of year again. At this point, you should be finalizing your 2018 goals and give your written marketing plan a final review. But wait, "what about the budget"?

The dreaded "B" word sends chills down every business owner's spine - it can only mean that we'll be spending money...again.

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Zev Asch
Cruising Altitude

You own a business. 

You pilot your plane.

There is no licensing exam to certify business ownership; you simply decide one day to climb into the cockpit. You might have an imaginary co-pilot but chances are you're all alone. And after a few pre-flight checks (website, social media, product in inventory, a few dollars in the bank) you take off. 

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Blind Obedience.

"Buying Experience" is the most critical aspect of differentiating any business; it is the 'one thing' that allows you to hold on to existing customers and to attract new ones. And therefore, because so many of us increasingly buy online, the brick-and-mortar shopping experience has to exceed all expectations because we have an easy alternative at our fingertips. Yesterday, I was online at RiteAide and stood behind a lovely eighty-year-old sweet lady buying a six-pack of beer.

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