Claire Cunningham

Get smart!

Market smart, that is. The communications lesson for the day is "know your audience." If you want your message to be meaningful, you need to understand what's important to prospective buyer. Think you already know what's important? If you've been w... Read >

Fatal Detours on the Road to Visibility

Visibility. Awareness. Being known. That's where selling starts. Most business people know this at least intuitively. But they may stumble, fumble and not make any headway due to these five common marketing communications mistakes. 1. KEEPING IT A... Read >

Introducing it right

You've probably heard the saying, "It's only new once!" If your business brings out new products or services (most do), please take it to heart. An introduction is the time to pull out all the stops. Go for a big splash. Grab attention while you can... Read >

Lookin' Good

You've heard of dressing for success. Well, looks count when it comes to communications materials as well. In fact, looks matter a lot. Whether you're doing print or electronic communication, avoid looking bush league by watching these details: 1)... Read >

Stay visible. Spend less.

The "r" word (recession) is being whispered. That means more belt-tightening and penny-pinching. But does it mean marketing communications should stop? NO!!! It's been shown time and again that companies that stay visible during an economic downturn w... Read >

Trade Show Success

Trade shows can cost a lot - in time, energy and money. But there are ways to make sure your investments pay off. Start with these basics: 1) Are trade shows right for you? A trade show is the closest thing to a retail environment most B2B marke... Read >

Scratching a Niche

Even if you're selling something with broad appeal - like toilet paper, corn flakes, or cell phone service -- you've probably thought about vertical or niche marketing. How do you go about it, though? Here's how to be successful: 1) WHICH NICHE? ... Read >

Lessons of a small business owner

I've owned my own business for four years now, and roller coaster ride is still the best way to describe the experience. Lots of big ups followed by big downs. Always a thrill, though. I've gotten tons of advice along the way and learned some things ... Read >

Remember what your mother told you (Repetition WORKS!)

What message from Mom (or Dad) sticks with you? Is it "Always wear clean underwear"? How about "If you can't say something nice, don't say anything at all"? Or is it something else entirely? Mine is "Clean your plate." (This could explain the excess ... Read >

Being visible on a budget

Once upon a time a company introduced a new product. They didn't want their competition to know, so they didn't advertise or even send out a news release. Sales of the new product were disappointing. The manufacturer was unhappy. What went wrong? Any... Read >