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June 24, 2017

Sell More

Choosing The Best Domain Name

Choosing the best domain name is an important part of setting up your business, so take some time to research it and select wisely.  A catchy domain name will be easier to remember than your telephone number and will result in fewer lost sales.  Like a good business name, your domain name should tell people

Keyword Research Essentials

There are only 3 steps in any online marketing campaign:  Keywords, Strategy, and Execution.  It doesn’t matter if you have a website, a blog, a social network, mobile marketing, or whatever the next big thing is; it all comes down to these three things.  If you are going to effectively promote your business, you must

Find Your Niche Market

These days, finding an adequate niche market for your business is essential.  There is no way that a small business can compete on a large scale with the multi-million dollar advertising budgets and massive distribution of large corporations.   In real-world economies, David does not beat Goliath; Goliath crushes David before he even gets his

print advertising antiques

When to Use (or Avoid) Print Ads

To paraphrase Mark Twain: “The reports of (print advertising’s) death have been greatly exaggerated”. It’s true that the effectiveness of print advertising has been greatly diminished by digital marketing platforms. But, print ads can still be useful to Antique and Vintage dealers if they are used selectively. Adnews reporter Lindsay Bennet quotes a Magazine Network

whack a mole

Top Three Antiques Marketing Tactics

There are times when retailing seems like a giant game of whack-a-mole. You might recall whack-a-mole from your last visit to an arcade: A lighted game console sits on the floor, a player facing a horizontal playing surface containing a dozen (or so) holes. When persuaded by sufficient quarters, toy moles begin to randomly pop

touch the merchandise

Please Touch the Merchandise

In 2003, the Illinois state attorney general’s office issued a consumer warning that antique dealers should be aware of: Holiday shoppers were told to be cautious of retailers who encouraged them to hold objects and imagine them as their own while shopping. It seems that touching objects increased a consumer’s risk of buying them. Those

nostalgia

You’re Selling Nostalgia, Not Antiques

In the mid-1970s, I took my first sales seminar from what was then the biggest sales training organization in North America. There I learned the most useless sales technique I have ever encountered. For decades, this technique was taught as a way to close sales when a customer simply couldn’t make up their mind. (Ever

Engage Your Customers for Repeat Business

When I saw the headline I laughed out loud. It read “The Future of e-Commerce is Offline.” Now wait a minute … haven’t we been told for the past two decades that the future of retailing was online? That in the future there would be no bricks-and-mortar stores, just websites? Well, it appears as though

Marketing With Memes

I love memes. When I’m on Facebook, nothing inspires me to click “share” faster than a clever meme. Chances are you’ve seen memes as well, but you may not have known what they were called. Memes are captioned images that contain a pithy saying or sarcastic comment. Social Media is full of them, and you’ve

Why Your Facebook Marketing Isn’t Working

The topic of discussion at a recent small business gathering was “What’s new in your marketing plan for 2016?” My answer was “Nothing so far.” Perhaps if an entrepreneur develops a new platform that combines some of what I’m already doing, I’ll consider making some changes. In the meantime it’s status quo for me. I

Blogging for Dollars

“I can run my business or I can write a blog, but I can’t do both; I’m too busy.” I can’t create any more hours in your day (I wish I could). But what I can do is show you how blogging is an activity that will leverage both your time and your money. Blogging

Achieve Higher Prices Through Storytelling

A baseball cap worn by Neil Armstrong after the Apollo 11 mission sells for $12,000. A typewriter belonging to novelist Cormac McCarthy sells for $254,500. A football used during the NFL’s “deflategate” scandal sells for $43,740. Baseball caps and footballs are commonly available for under $10; typewriters for under $100. Clearly, in the above sales

Rousing Customers’ Senses Leads to Closing Sales

All the marketing you’ve ever done to promote your business is completely wrong and has been a gross waste of money. At least that’s what Dr. Neal Martin would have us believe in his book “Habit: The 95% of Behavior Marketers Would Have Us Ignore.” I’m not convinced by Dr. Martin’s book. Effective marketing has

just looking

Getting Past “Just Looking”

The most thought-provoking comment I’ve heard lately came just last week from the mouth of a four-year-old boy. I was browsing through the men’s department of a mall store when the four-year-old appeared, holding his mother’s hand. A clerk asked the mother: “Can I help you?” and without dropping a beat the young boy replied:

lamp trio

Boost Your Sales with Sidekick Merchandising

I’ve always marveled at fictional sidekicks. A good sidekick lends perspective to enigmatic heroes and helps us to know them better. How well could we understand the complexities of Sherlock Holmes’ mind without having Dr. Watson to ask the questions we are thinking? How much more dignified is Andy Griffith when compared to simple-minded Barney

Should You Open an Antique Mall Booth?

Should you open an antique mall booth? The answer to that question will vary according to who you ask. Folks who have opened a booth and failed will, of course, tell you “no”. Many antique dealers will tell you “no” as well, citing the fact that their sales are getting lower every year. Operators who

pinterest logo

Pinning Down Pinterest Marketing Basics

As a small businessman, I’m very conservative (read: cheap) with my resources. I’m tight with my money and even tighter with my time, because I don’t have an excess of either to squander. Consequently, I’m very reluctant to jump onto the latest bandwagon because I’ve found that too often those wagons don’t go anywhere. Remember

qr code price tag

QR Codes Help Turn Mall Browsers into Buyers

A friend who is an antique dealer says he likes to visit antiques malls so that he can see how much other dealers are getting for their wares. I pointed out that what he was actually seeing was the prices that dealers weren’t getting, since all the items he would view were unsold. “Yeah,” he

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