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Book Review: Selling The Invisible
Selling The Invisible is packed with tips and insights on how to market your business services. Harry Beckwith claims that most marketing advice is based on a product marketing model, most of which doesn’t apply to service businesses.

Other recency effect Related Articles

Do Not Call!
Since the federal 'Do Not Call' law came into effect, many of you have written, called or e-mailed asking what effect this new law will have on prospecting by telephone.
Small Business Tips: Insuring Your Business Success
Over Easter there was a large fire at Coorparoo in Queensland, where a number of small businesses were burnt out. This is a devastating event for any business, but what made it more so was that a number of the small businesses were not insured. What was the effect? Let me tell you about one small business and the effect this has had on them. This small business was a service business; they were starting to get a brilliant reputation in the industry and had a number of major contracts on the go. They had employed a number of staff to work in the business and things were looking rosy. Insurance was on their to do list, but as things got busier and busier it never seemed to make it to the top of the list. As their information was critical to their business, they regularly backed up all of their computers.

Taking Charge of Your Life
How do you live your life? At cause or at effect? It is important to be aware of this distinction. It is the rare individual who always lives his or her life at cause; however, far too many of us live a large portion of our lives at effect - responding to the whims, desires or emotional states of others.
RFM - Recession Proof Your Marketing Spend Today!
RFM stands for Recency, Frequency and Monetary Value. It has been used by direct marketers for over 40 years as a segmentation tool to increase marketing ROI. The basic premise of RFM is that customers who have purchased more recently, more frequently and have spent more with your company are your best prospects for future direct marketing campaigns. Like data mining/response modeling, the goal of RFM is to increase marketing ROI by communicating (via direct mail, call center, etc.) only with customers that are likely to respond. Done well, you increase your ROI as you attain almost the same number of sales by contacting only a fraction of your customer base. This is a fullproof method to increase sales while decreasing marketing spend in a bad economy.
The Power of Recency and Frequency in Growing Your Small Business
The most powerful predictor of future behavior is past behavior. This article explains the predictive power of Recency and Frequency when marketing to your customers.
Evaluating the ‘Steve Jobs effect’
In a recent ChangeWave research firm survey, they inquired about the Steve Jobs “effect”? With his recent health disclosure and taking a leave of absence—amid speculation on whether Apple will stumble without him—ChangeWave asked consumers what effect it would have on their likelihood of buying Apple products if Jobs were to permanently step down as CEO
The Vacuum Effect!
The Vacuum Effect! It is interesting how similar situations appear as you go through life. I suppose when something happens once you become more aware of when it happens again. Anyway this month I had a couple of instances of what I will call “The Vacuum Effect”. This is where in companies or organisations you have a key employee leaving with a consequential effect on the rest of the business.

Social, Cultural and Economic Impact of Brand Creation
Take a moment here to look at just how infinitely large of a undertaking Brand Creation truly can be. Consider all of what is involved in just beginning the possess and what is at stake here. Brand Creation has the potential to effect the entire world. And to create a lasting effect on our culture. And to make an economic impact statement that was once thought impossible. The steps involved here are many, it is not merely the naming of a product or symbol. This reaches far beyond that, when the idea for a Brand is given birth all of the guarantees and promises of the products and services. That a successful Brand enjoys the mind recall of its customers and the resulting product loyalty that comes from it.
Career Growing Pains: Some Grow UP and Some Grow Old
Transitioning from where you are to where you need to go isn’t easy; it requires you to become connected to the cause and effect of your actions, and to own them by taking responsibility. To engage in something successfully, especially in a competition or fight, you must have the ability to take a punch and respond with a counter punch (meaningful reaction)-and remain standing. You aren’t engaged if you just take the punches, without bothering to move, change or get out the way. To think that you are engaged when you are making little effort while expecting big results, finding excuses for staying where you are, blaming someone else, or just being blind to the lesson of cause and effect-only makes you bitter instead of better.

Measuring your Marketing - Which bits work?
These days there are so many creative ways to market your products or services that it's easy to get caught up in trying all sorts of stuff and then never really know which activity gets you the best results. From websites and e-shots, to signs in the window and flyers, they will all have an effect (you hope) and it's time you knew how much of an effect so that you can spend your future budgets wisely.
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