North San Diego Business » Paul Miser

Sprint Sponsors the Women In Business Symposium

Debra Simpson — Wed, 25 Mar 2009 17:37:11 +0000

On May 14th at the Del Mar Fairgrounds, the 10th Annual Women In Business Symposium will take place. There will be a couple hundred women business owners and managers.

I had the opportunity to speak with Bobbi Lee, a Sprint Area Director, about their involvement as a sponsor and their participation with women in business. This is that interview.

Mimic Branding – Create a Sense of Familiarity with Your Target

Paul Miser — Thu, 28 Feb 2008 17:51:36 +0000

The best way to build trust in any relationship is to create a sense of familiarity and comfort. Look at your relationships currently, the best ones are the ones where you have these very aspects. It’s not so different in business. The idea of branding can cause some people to go mad trying to figure out what to get across in order to create the correct position in the mind of their target audience.

Let’s strip everything away and build the familiarity and comfort level. Go to your top 5 ideal customer’s websites and take notes. Look for the following:

·         Use of Color
·         Style of Writing
·         Font Choice
·         Use of Pictures
·         Overall Feel
·         Emotions Elicited

With this information you can now create your brand to Mimic the ideal customer’s. Don’t copy their brand, but utilize similar color schemes, pictures, fonts, writing style, etc. With your new brand, you should be able to begin the trust building through familiarity and comfort. It’s that simple.

Paul Miser is the President of Miser Advertising and Marketing, an International Marketing Strategy and Branding Agency in San Diego County. Miser Advertising is a full-service marketing agency that acts as a complete marketing department for small businesses in the San Diego area and the World. You can reach Paul Miser by emailing him at pmiser@miserad.com.

Routine Branding: The Crowning Achievement of your Brand

Paul Miser — Tue, 12 Feb 2008 00:43:27 +0000

Where does your brand fit into the Day-to-Day routine of your customers? No answer, huh? That’s because no one has ever been asked this question before. Why would we want to know where our brand is in the daily lives of our customers? Simple, if we can ensure our company or brand is integrated in to the daily activities completed by our customers and core target, we can ensure top of mind awareness, brand loyalty, point of sale positioning, and can take us to the promise land of our brand; complete brand saturation.

Now if this is such a great idea, why is now the first time we have heard of it? Simple, no one would dare speak the language, before we can make sure we can achieve this level of branding. Now, with the dynamic life of technology and marketing avenues, we can now get closer to our customers than ever before. We live in a society where daily activity communication is everywhere. Our customers finally feel comfortable disclosing certain information to us regarding their likes, needs, wants, desires, and daily activities. All we need to do is ask.

I have developed a list to help you start your quest of Routine Branding greatness. To go into complete detail, would fill a book or two, but it is a great starting point for any company.

Start Small – 80% of our business comes from 20% of our customers. Find your best current customers and start with them. The goal to marketing is to create, keep, and enhance a customer, so if you can enhance your top 20% of your customers daily lives, don’t you think they will embrace the brand saturation? This will create a strong word of mouth network as well which we all know is the greatest marketing tool.

Do Research – Ask these 20% of clients what their daily life is like. When do they wake up, where do they drink their coffee, how do they work, when do they check their email, why do they purchase from you, why do they purchase other brands, what type of cell phone do they have, do they like to stay connected, etc. Any question you can ask that generates an answer about their daily lives is important. In order to reach Routine Branding, you need to know everything you can about your customer and their daily lives. Also with this research, we will find some correlations between the daily lives of different demographics which will help us perform the next step, Create the Brand.

Create the Brand – Now, we all currently have a brand, if you don’t GET ONE! With the information we find in the first two steps we can begin to construct a brand with a core essence that will be integrated into the daily lives of our customers. Our Routine Brand, needs to represent what we are as a company, what differentiates us, why customers can trust our brand to come into their comfortable lives, different emotions and feelings that appeal to their inner most passions and goals. Basically, if we can create our brand to provide our clients a stepping stone to their goals, we will be let into their lives.

Identify Daily Brand Outlets – Now we have our target audience, a map of their daily lives, and a brand that can be integrated into the life of our audience, what next? We need to utilize the information found above to identify Daily Brand Outlets. We can identify when our customers are in front of their computers to send emails, what frustrations they have when getting to work, what websites they ‘routinely’ visit, what type of information they browse for on the web, what obstacles they have in their place in life. We with technological advances, we can be there for key times throughout their daily life.

Create Brand Avenues – Our Company can now create brand avenues. Now there will be some differentiating factors in our customer base that we can ‘niche segment’ together to systematize the branding process as much as possible. But understanding these differences can become a great asset to the brand and create a more personable message, than a mass produced marketing effort. A Brand Avenue is basically a system in where we can utilize a marketing technology or function to get our brand in front of our customer at the correct time. This can be email, desktop widgets, blogs, rss feeds, mobile technology, podcasts, direct mail, radio, etc. Any marketing effort can be a great Brand Avenue for our journey for creating our Routine Brand, if utilized correctly.

Embrace Technology – I mentioned earlier that we haven’t heard of Routine Branding before because, there was no way to implement the ideas before. With the advent of certain technologies, we can now safely incorporate our brand into the day to day Routine of our customers. With technologies like mobile email, desktop widgets, blog rss feeds in email, we can create a top of mind awareness that was once considered science fiction. If we learn about and embrace these technologies and the technologies to come, we can get our brand closer and closer to our customer every day.

Routine Branding is the marketing of the future. It will soon become commonplace, much like relationship marketing or duct tape marketing, but is now the idea that will change our Brand as we know it. It will look the same from the outside, but inside the customer’s life, it will take on a whole new meaning. It will become a catalyst for their life growth. It will become so ingrained in their routine that, if removed, would create a void that could equal the loss of a friend or family member. Routine Branding is the crowning achievement for any brand. Forget about brand awareness or brand loyalty, we are creating a Routine Brand, a part of the customer’s life.

Paul Miser is the President of Miser Advertising and Marketing, an International Marketing Strategy and Branding Agency in San Diego County. Miser Advertising is a full-service marketing agency that acts as a complete marketing department for small businesses in the San Diego area and the World. You can reach Paul Miser by emailing him at pmiser@miserad.com.

Super Bowl or Super “Dull” Ads?

Paul Miser — Mon, 04 Feb 2008 18:32:06 +0000

As many of you know yesterday was the Super Bowl, the crowning moment where all of America gathers around the glow of their TV to enjoy some great advertising…that’s right, advertising. Being in the industry, I would have to say I was quite displeased with what I witnessed. Nothing really jumped out at me and made me say WOW! Even the Budweiser ads left me wanting more. There was no glitz or glamour, nothing to discuss at the water cooler this morning. Nothing to say, “I can’t wait to see that one again.”

Looks like we have to wait another year until these Mega Brands can redeem themselves.

This brings me to a great lesson in marketing/advertising. The medium you decide to utilize, costs money, in this case $2.4 million for a 30-second spot. You need to utilize every dollar to ensure you get a return. For any of these commercials, I don’t see them getting a return. I see a great waste. To ensure you are spending your money correctly you have to do the following:

· Appeal to the Market

· Grab Attention

· Create Urgency

· Call to Action – What do you want the viewer to actually do with the ad?

Spend your money wisely. Remember, Marketing is an investment, not a cost. You should get back more money than you put in.

Paul Miser is the President of Miser Advertising and Marketing, an International Marketing Strategy and Branding Agency in San Diego County. Miser Advertising is a full-service marketing agency that acts as a complete marketing department for small businesses in the San Diego area and the World. You can reach Paul Miser by emailing him at pmiser@miserad.com.

Branding: How A Cow Taught Us About Business

Paul Miser — Mon, 28 Jan 2008 16:33:04 +0000

The backbone to all marketing success and to any great company image is the company’s brand. Being a marketing professional, a brand is something that rules my life; all my dreams and daily activities revolve around brands. I recently found out that the idea of a “brand” is scary to most small business owners and it really isn’t understood what a brand actually is or how it is created. I will try to break it down for you to an understandable key function of your business.

At the turn of the 19^th Century, when cattle ranches were as far as the eye could see, cattle ranchers were faced with two problems 1) they were having problems keeping track of their herd if they were to stray onto another ranch, 2) they needed to differentiate their cattle from the competition when sale time came. To remedy this problem, cattle ranchers started to burn an image into the hind end of their cattle with their ranch’s insignia, a brand. These logos or brands, helped the ranchers identify whose cattle were who’s if they were to stray, and also allowed the buyers to know the quality of the cattle they were getting when they bought. For example, the “Circle J” brand might have meant that the cattle were well fed with little fat and the “Double T” brand might be a low quality cattle that was nothing but skin and bones.

These brands, created by burning an image into the cattle themselves, began to take on a meaning of their own. As time went on, the buying community began to look for certain brands when making their purchase, which is what we call today, brand loyalty.

Now that you know a little of the history of the idea of a brand, let’s bring it back to your company. The brand starts with the core message or essence of a company. What does your company stand for? Do you want to portray quality, service, price, honesty, integrity, etc.? This will allow you to create a compelling logo that will portray this in a modern day “brand” (without the harming of any cows). Certain colors, shapes, numbers, letters, pictures, will elicit certain feelings and emotions from certain segments of the market. So when creating your logo, use the help of a Graphic Designer or marketing agency to ensure it is created correctly. Also, test it with your target market, make sure it is portraying what you want it to portray.

With the logo created, we need to use the same message that the logo portrays throughout the entire organization and all marketing efforts. Your website, marketing collateral, business cards, etc. need to all look the same and have the same feeling. This will, over time, create brand recognition in the market. The more the market sees your brand, the more recognizable it will become, creating Brand Awareness.

Finally, we need to create an Operational Branding system by using our processes, customer service, client contact, etc. to enhance the power of the brand. This means, that every time a customer or potential customer comes in contact with your organization, your brand message is being portrayed. This will require training for your employees to make sure they all understand the core message of the company and what is trying to be portrayed.

As you can see the brand is an integral part of any company and should not be taken lightly. In conclusion, branding is simple:

·         Identify Your Company’s Core Message
·         Create a Logo That Will Portray This Message Correctly
·         Test the Logo in the Market
·         Make Sure the Brand is Continuous Throughout the Company and Marketing
·         Perform Operational Branding Techniques to Enhance Brand Power

Think Mayberry, Not Wall Street! 7 Steps to Beat Your Top Competition!

Paul Miser — Mon, 21 Jan 2008 15:46:39 +0000

For many years the ideal of business is to get as many customers as possible and retire a multi-zillionaire. But as a small business owner we can’t afford the time and resources to do so and many of us like to perform in the smaller scale. This is great for the most part but has a potential to become problematic. With our smaller focus and income we can’t afford to compete with the Wal-Mart’s and the McDonald’s because we can’t lower our prices to compete or we won’t make enough money to survive. I have heard many sob stories on how Wal-Mart ran me out of business. I think to myself, did they or did you not adapt to the situation? The fast-paced business world coupled with rising customer expectations has given us all a sense of urgency. We all, as consumers, have the mantra, “I want to be able to buy everything in one place at the lowest possible price to get back to my life.” But is this what we really want? I think, as people, what we really want is an excellent product, with personable, friendly customer service at a reasonable price. This is why we need to think Mayberry, Not Wall Street.

You have a business that sells a product or service. You love your business. You’re passionate about it. You can‘t wait to wake up in the morning and help fill a need for your customer’s with your business. Everything is great, except one thing. The Big Box Store down the street is now offering your product or service at a price you can’t meet. Oh no! It’s time to give up. Or is it? You know your customer’s and what they want. You know your product or service, probably better than most people. You have all the information in front of you to stand and fight. I will let you in on a little secret, you can win! It will be tough, but you can do it. I have developed a set of 7 steps to increase your chances of victory. Following these steps will give you a better view of your company, customer, industry, and competition.

Gather Information: Knowledge is power! You need to fully understand your business, customer, industry and competition. Where do you sit in the minds of these entities? Where is your business in the universe? To put up a victorious fight, you need to be able to leverage your message and operations in a way that will retain and grow your customer base.
Tweak Your Image: Utilizing your information you will know what your market is looking for in a product or service. Your message should portray this ideal and lead to a purchase decision.
Create a Culture of this Image: To increase effectiveness of your newfound image, you need to implement it in every aspect of your company from operations to customer service. To win this war, you need to be able to scream louder than the Big Box store.
Don’t Skimp on Operations: Whether you produce widgets or provide eye exams, you need to provide your customer with a top-notch, five-star product or service. I guarantee the Big Box store will fall short in this arena.
Increase Your Customer Service: The little things matter here. The courtesy calls, thanking them for their business, going above and beyond the call of duty, offering value-added information for free, building a relationship, etc. This shouldn’t be very time consuming if done correctly and the investment of time is well worth every second. The little things are what will help retain your current customers, who will then spread an ever-valuable viral campaign.
Remind Your Customer’s of Your Added Value: Toot your own horn. Let your customer’s know how great of a company you have and how much better your service is than the Big Box down the street. This has to be subtle but effective. Don’t brag, just remind.
Think Mayberry: Sit down and watch a few episodes of the Andy Griffith Show. Watch for how people are treated, what the reaction is, what the lifestyle is. How can you implement these values into your business? Doing it will provide something that the Big Box will never be able to meet; Personable, Appreciated relationships.

By performing theses steps you create an even greater company. After all, marketing is, as Ted Levitt defined, is a company’s ability to “create, keep, and enhance a customer.” Thanks Teddy for your great knowledge! To compete with the big boys, you need to find a way to differentiate yourself from these small business parasites. You have your business because of passion, let that shine through and the customer’s will stay loyal.

Recession Proof Marketing – Tickle the Emotions

Paul Miser — Mon, 14 Jan 2008 22:27:48 +0000

As I look around at my current, past, and future clients, I see that a lot of them are struggling to get their leads into the sales column. Their marketing helps them generate the leads but find themselves falling short in closing them. Why are there so many people out there willing to put forth the effort in being a lead, but not willing to go the next step and actually make the sale? What could be the main factor here? Consumer spending was up in 2007, so that’s not it. And the Real Estate meltdown can’t effect this many industries; can it? Should we blame it on our industry? Should we blame it on the economy? In a world full of blame, so many small business owners want to point the finger at something they can’t control. But, in this instance, we need to turn the finger on ourselves because you are generating leads, aren’t you? So if the leads are coming in through the marketing efforts, the real question becomes “What can my company do to close this sale?”

This, my friends, will require something that is called emotional marketing, which is the answer to many marketing dilemmas, especially getting sales in a Recession Economy. For example, a flooring company in San Diego has had tremendous success in the past with their marketing. They are one of the most widely known names in the industry, but in the past 5 months or so, they have seen the same amount, if not more, leads coming through the door with fewer sales. Their marketing portrays that physical nature or beauty of having a new floor. They advertise the increase in home value a new floor can add as well. All of these are great aspects mind you, but why would I, as the consumer, spend money in an unstable economy on something that I don’t need?

The answer is simple; Emotion. If this same company implemented an emotional marketing campaign that portrayed the feeling that you could have with a new floor instead of the features of a new floor, the results will be outstanding. For example, “With a new bamboo floor throughout your home, not only will your home value increase, but your furniture and paint will look more crisp and your guests will be envious of the way your house looks.” Allowing the customer to build this mental and emotional image of what the product or service offers will give you that edge to turn leads into sales through marketing. It’s that simple. Satisfy the emotional aspects to the buyer and reap the rewards.

Design Your Own Emotional Marketing Campaign

Understand why your market purchases your product or service.Consumers purchase products or services to fill a need or void in their life. Find out what that void is and you will be a step above the rest.

Identify keywords or phrases will elicit the correct emotions for the purchase decision. While identifying the actual need or void that you will be filling for your market, also look for certain keywords or phrases that they say. Look for words like feel, felt, etc.

Define the “Point of Emotion.” Here you need to identify the point in the sales cycle where the emotional aspect is key, then attack that point with emotional stimulation.

The Emotional Aspect of marketing is the most powerful aspect we could ever identify. Utilize this to your advantage.

Crack the San Diego Market in 2008

Paul Miser — Mon, 07 Jan 2008 17:50:54 +0000

A lot of people have asked me, “How do I break into the competitive market in San Diego?” I have to admit, after just moving my company out here a short year ago; I was extremely intimidated and anxious about how to market my company in this overly competitive, overly communicated market. It seems as though businesses here are extremely set in routine, extremely busy, and don’t really want to hear what you have to say. But, as with anything, where there’s a will, there’s a way.

Over the past year, while working with clients, friends, colleagues, and with my own business, I have developed a list of five things to do to effectively and efficiently get your business in front of your target market here in the San Diego business arena. They are:

Know exactly what your brand image and message is.
What is it that you are really selling? Use benefit terminology instead of functional terminology. For example, Kodak doesn’t sell pictures, they sell memories. If you don’t have this information, the business owners in San Diego won’t give you the time of day and look at you as a nuisance in their busy life.
Know exactly who your target customer is.
Here it is again. Know your target. This will save an extreme amount of time and energy. Knowing the following information, you will be able to identify and empathize with your prospects. This will help you build rapport and understand exactly what they want.
1. Demographic – What your target looks like?
2. Geographic – Where your target lives, works, and plays?
3. Psychographic- Why and How your target purchases?
4. Lifestyle – What does their day-to-day life look like?
5. Seasonality – This is key for the San Diego Business culture. You must know when your prospect will be available and looking for your product or service. The key season’s to watch out for is Summer and Holiday Season.
Identify and Understand how your customer communicates.
This information will be helpful in putting together your marketing mix. The more you understand this, the more cost-effective your marketing strategy will be. Simply ask your prospect where they gather information, what types of publications they read, etc.
Have a plan for every aspect of your Marketing Mix.
A great marketing plan doesn’t have to be a long 40-page document with everything written out. But you must have a plan. You must know what you are going to do in every aspect of your marketing mix (advertising, PR, Guerilla, Networking, Sales, etc.) each month. In your marketing plan, you also must outline an execution and accountability plan to ensure it gets implemented. Without a plan, there is no action. Without action, there is no marketing.
Test and Evaluate.
The key to any marketing success is to know what works and what doesn’t. This is especially true in the San Diego business market. To stay competitive, you must be extremely cost effective with your marketing dollars, to ensure growth and sustainability.

All-in-all, the San Diego business market is full of possibility and wonder for any business big or small. Follow these five steps and you will soon realize your potential in the precious San Diego market.

Enjoy!

5 Steps to Get Ready for 2008

Paul Miser — Tue, 11 Dec 2007 17:59:39 +0000

So, you’ve heard everyone, including me, telling you that you need to get ready for the New Year. But, what does that mean? Where do I start? What should change?

In marketing, which some might profess to be the most complicated aspect of business, it is a necessity to have a plan to stay on track, keep within budgets, increase effectiveness and efficiency, and build a steady stream of qualified leads to help reach the sales goals that always seen to fall out of reach every year. That’s a lot to worry about. Have no fear, your marketing guy is here to help. We, at Miser Advertising and Marketing, have developed a list of 5 Steps to help you create your best year ever, both in marketing and sales.

Here we go:

Evaluate 2007 Marketing
- Identify each aspect of marketing (Advertising, PR, Cold Calling, Etc)
- What Worked, What didn’t
- What could be done better this year

Learn and Grow
- With the evaluation completed you should know where to spend your marketing dollars for the 2008 year

Narrow Target
- I know, I know… you’ve heard this one before, but it is a necessity to get the most bang for your marketing dollar. Even if you take it from "40-65 year old males that live in San Diego" to "40-65 year old males that live in North County San Diego" you have taken that next step to increasing effectiveness and saving you money!

Revisit Marketing Plan
- With all this new information, you need to WRITE IT DOWN! Too many people forget to etch their new money-making ideas into stone. Don’t make that mistake. You now know what types of efforts will be in your marketing mix, a narrowed target, and a new found excitement for marketing so take advantage of it and put it into a plan.
- Create an Execution and Accountability Plan. Who in your organization will be doing what, when, and why.
- Create a step-by-step timetable to go along with the execution and accountability plan and follow it.

Take a Deep Breath and Focus
- Marketing only works if you work at it. Take a deep breath and take everything one step at a time with your end goal in place. Take a little time to focus on it every day.

Make 2008 your best year ever. With these ideas you will be one step farther than you competition. Let me know if you have any questions or comments about this information.

Paul Miser is the President of Miser Advertising and Marketing, a marketing strategy and branding company in San Diego County. Miser Advertising is a full-service marketing agency that acts as a complete marketing department for small businesses in the San Diego area and the World. You can reach Paul Miser by emailing him at pmiser@miserad.com.

The Best Direct Mail Piece Ever- The Holiday Card

Paul Miser — Wed, 05 Dec 2007 00:05:45 +0000

It’s that time of year where everyone is turning off their brains and planning out their Holiday Vacations. This is particularly bad if you are a small business owner trying to meet goals and get things set up for 2008. You need business and you need to get in front of decision makers to make that happen. But how do you get them to think about you when their mind has already been turned off thinking of Sugar Plum Fairies?

Easy, send them a Holiday card. This is the single, most effective direct mail piece you can ever send out. How many times have you received a holiday card and threw it away without even opening it to see what it says or who it’s from? Never. If you’re looking to simply get your name out there or build brand awareness, you should be taking this time to write holiday cards to every person on your prospect list. It’s amazing the number of companies out there that don’t take the time to do this. This holiday season, stand out from the pack and send your clients and prospects a simple holiday greeting. The power of this little gesture is unparalleled. Spread the cheer and watch your relationships grow to the next level.

Things to Keep in Mind:

Notice I said holiday cards. In today’s overly politically correct world, we have to take every measure to ensure we don’t offend anyone. Regardless of what you celebrate, you should keep it generic and wish "Happy Holidays" or "Season’s Greetings!"
If your prospect list is too large to get a card out to everyone, narrow it down to your Dream 50 or something manageable for your staff.
Hand write on the cards if possible. This shows more of a gesture than the mass produced cards.
Remember your current and Past Clients. This isn’t just to generate new clients, but enhancing the relationships of current and past clients.

Get your team together and have a Holiday Party writing and sending Holiday Cards to all your clients. It will make the daunting task of addressing and writing that much easier and will bring your team closer together as well!

Paul Miser is the President of Miser Advertising and Marketing, a small business marketing company in Carlsbad, CA. He can be contacted by emailing pmiser@miserad.com.

Operational Branding – Image Power

Paul Miser — Mon, 26 Nov 2007 23:11:26 +0000

Branding has been a huge "buzz" word in the business realm in today’s society. Many companies and business people believe that branding is just a logo and copy written about the company to be sent to the customer or potential customer to entice them to buy. This is only a mere fraction of what the total concept of branding is.

Branding, to me, is a company’s conscious operational effort to build an image and message to portray to the public (current customers, potential customers, competitors, etc.) that will elicit a certain feeling or attitude that parallels that of the company with which will be memorable and position itself in a certain way.

Now the question becomes, "How do we do this as effectively and efficiently as possible?"

80/20 Rule

Like many theories in business, branding has an 80/20 rule.

20% of branding is the idea and message that you and your company want to portray. This message is the image that you want to build in the stakeholders mind when they think of your product or service. Finding your message could be a strenuous activity but I have developed three easy steps to help you find your message.

● Look at your current culture. What about it differentiates you from your competition?

● Understand where you currently fit in the marketplace.

● Where do you want to be in the mind of the consumers?

Completing these steps will allow you to develop a message that will, not only, portray your company, but also, position yourself properly in the mind of the consumer. It’s that easy. Well at least 20% of branding is that easy. Now that you have the message, you must put it to work. But what is the other 80%?

I’ll let you in on a little secret…80% of branding is operational! This means the main concept to understand about branding is that your company’s day-to-day operations elicits 80% of what the customer remembers and uses to position your company. Sure the customer sees the great little marketing pieces or reads the clever slogans written to suede them to use your product, but that just begins the selling process. Your people need to build the message off this intrigued consumer mind. But in order to not confuse the customer and lead them astray, your people have to understand the brand concept and what needs to be done to continue this image created by the message.

Tips to Build Effective Operational Branding:

● It takes 21 days to change a habit. Build a program that ingrains the brand concept in your employees to ensure understanding and effectiveness.

● Be sure that your company is saying the same thing. Don’t confuse the customer. This will spawn from building the habit. If everyone is on the same page of understanding the message will be congruent.

● Allow the operations and customer service to portray the same message as your brand idea. This will increase brand effectiveness and loyalty. Any time an employee makes contact with the customer, the branding message needs to be communicated.

● To ensure effectiveness, Scream louder than your competitors! If you are allowing your people to be in front of the customer more, you will win.

3 Simplified Stages of Branding:

1. Lead in- This entails the message or idea you came up with using the three step process described above. (Start with marketing materials to lead in a meeting with your customer).

2. Operations- Your day-to-day operations need to portray a congruent message with stage 1. (This has everything to do with what your people touch).

3. Follow up- Keep the message going. (With the operations of your company still lingering in the customer’s mind, send more marketing materials or a follow-up "Thank You" call to keep that good feeling going).

All-in-All you need to Scream One Voice Louder Than Your Competition’s Many Voices.

Paul Miser is the President of Miser Advertising and Marketing, a small business marketing company in Carlsbad, CA. He can be contacted by emailing pmiser@miserad.com.