Zeroing in on your target audience will drive results

Jeff Chaffin Uncategorized Leave a Comment

A common fear for business owners is that if they define their target too narrowly, then they will lose business.  This is a common and (potentially) fatal assumption.  As a result many business owners will continue to invest in new product or service development with the hope of becoming a “one stop shop” for their clients.  Effectively promoting all of …

Patience and consistency are required for results

Jeff Chaffin Uncategorized Leave a Comment

Developing a fine wine requires many years of planning and work.  First a vintner to identify a piece of land that will allow the grape vines to flourish.  After acquiring the plot that best fits the optimal growth conditions for the desired grape, the vintner plants the vines and then must wait for three to four years to get the …

Critical Mistake #1 – You Don’t Have a Clear Vision for your Company

Jeff Chaffin Uncategorized

Your vision statement is an explanation of why the company exists and what its purpose is.  It states the company’s long-term objectives and the overall governance and tone of the company.  Think of it as a combination of a “Who we are,”  “Why we’re here” and a “Where we’re going” statement.  A vision statement is “future oriented.”  It is your …

What’s my ROI in Marketing?

Jeff Chaffin Uncategorized Leave a Comment

What is marketing? According to the American Marketing Association marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Very concise, powerful and full of possibility. Corporations today have a seemingly endless number of avenues to position and market their products and services. …