This Week in Advertising: Feb. 15 – Feb. 21

Welcome back to RSVP’s This Week in Advertising feature! This regular series includes the news tidbits from the advertising world that interested, excited, or amused us this week. We’re glad you’ve joined us – let’s see what happened This Week in Advertising:


  • Let’s kick off with a quick lesson in what NOT to do when your company is on the receiving end of some backlash: Seasalt & Co., a company specializing in Photoshop tools, posted a bizarre ad featuring an ominous-looking tree with an even more sinister noose dangling from one of the branches, ostensibly to promote their latest line of graphic design tools…somehow. When the responses they received were less than flattering, the company began threatening legal action against those who complained, then eventually deleted their social media accounts, only to resurface later, with their Facebook page scrubbed clean of the ad, the responses to the ad, and any reference to the ad. A halfhearted and confusing apology (predictably) soon followed, and we suspect the clean-up will continue in coming months. The moral of the story? Think before you advertise, and take criticisms to heart – preferably without unnecessary legal threats.
  • At the other end of the tact spectrum, online retailer ModCloth is known not only for selling high-quality clothes in kitschy cuts & prints at affordable prices, but also for promoting realism & body diversity in their advertising – they were the first company to join a pledge against using Photoshop on their advertisements to create “unattainable body images,” and the company frequently uses images of everyday customers wearing their clothes in catalogs. They continue this tradition with their 2015 swimwear campaign, which features actual ModCloth employees instead of models. The ads include women of various heights & shapes, and have generated quite the social media buzz on Facebook, Twitter & Tumblr.
  • ModCloth may not care much for Photoshop, but millions of graphic designers the world over do, and use the program to design & create the eye-catching ads we see in our daily lives. Adobe is celebrating its iconic design program’s 25th anniversary with a vibrant 60-second ad set to Aerosmith’s “Dream On”, which will air during the Oscar Awards this Sunday evening.
  • Oh, did we mention the Oscars are on this Sunday? You can prepare for the big night by watching the stirring, emotional ads the Academy developed to promote Sunday’s show – just have some tissues ready.
  • Oscar-night ad spots are as coveted as those nestled in between plays on the Super Bowl, and American Express alone will be airing four ads, each costing the credit card company around $2 million dollars. These commercials will feature various celebrities – who are also AmEx clients – talking about their rises to fame & overcoming the obstacles that stood in the way of their dreams…dreams that are now worth $2 million dollars.
  • We know this isn’t *technically* advertising-related, but we can’t help but be fans of Mad Men, the hit AMC show that has transfixed millions over its seven-season run. The show, set in the dog-eat-dog world of 1960s advertising firms, begins its final season on April 5th, and the first trailer indicates that the swinging-sixties have given away to a very sideburn-ed & plaid seventies. Catch the spot here, and be sure to tune in to AMC on April 5th – it’s certain to be memorable.

    Contributed by the RSVP Staff
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Remote Control: Is the Remote Office the Workplace of Tomorrow?

RSVP is a local business & proud of it. Our office headquarters has been located in Centerville, Ohio for all of our 15 years of business, and our employees are both familiar with & active in the communities they serve in Cleveland, Akron, Columbus, Dayton, Cincinnati, Louisville, Lexington, and most recently, Indianapolis. We take pride in being small & local because we believe it helps us better understand our clients’ needs & struggles. When you call our office in Centerville, I answer the phone – Hi, my name is Renee – and I help you get in touch with the person in our office who can best assist you. I also write & distribute the minutes for our weekly staff meetings, maintain client records, and manage our calendars and data gathering systems, in addition to generally trying to keep everyone else sane in the face of constantly looming deadlines.

That’s not terribly unusual for an administrative assistant. What is unusual is that I’m doing all of these things from my home office in Seattle, Washington – and probably with one of my cats in my lap.

space needle

The view from my “office” window.

I haven’t always worked from a home office. From 2011-2013, I worked in our Centerville office, and as far as I was concerned, I was going to keep working in that office until they pried my cold fingertips from my keyboard. Life, of course, had different plans for me: in August 2013, just as I hit the big 3-0, my boyfriend – a talented mobile app developer – was offered an incredible opportunity to work for a large tech company headquartered in Seattle!  One month later, we sold my car, loaded our belongings into his Honda Civic, and drove across the country to start a new life in an unfamiliar city.

That’s how I became one of the millions of people who work remotely. Remote employees usually work from home, but sometimes they’re in coffee shops, airport lounges, and even planes themselves! The office as we used to know it has become less ubiquitous as businesses work to accommodate & respect their employees’ personal lives. According to Gallup’s State of the American Workplace, 39% of companies now allow employees to work remotely. A remote office is now less of an anomaly & more of an expectation, and this rings true even for small, local businesses, like RSVP. In fact, president & publisher of RSVP, Tony Sucato, recently said, “The goal is for all of us to eventually be able to work remotely.”

Not everyone thinks that is something to strive for in the business world, and some companies are actively working to curtail the remote trend. In 2013, Yahoo! CEO Marissa Mayer mandated that employees work from a Yahoo! office. Explaining this decision, Yahoo! Human Resources director Jackie Reeses said, “Being a Yahoo isn’t just about your day-to-day job, it is about the interactions and experiences that are only possible in our offices.” This, admittedly, hits home for me. I certainly miss my co-workers & the jokes we shared, or lunch runs we would make to grab mid-day bulgogi at Kabuki (P.S. if you live in Dayton or Columbus, go there on my behalf! I miss their food). Less tangible than lunch dates & inside jokes, though, are the small nuances you pick up on after sharing an office with people for years and years. When I worked in the office, I could tell if Jodie had a sick child at home, or if Heather was talking loudly because she had too many cups of coffee. Now, I am no longer privy to these details, and I miss out on the minutia. Yahoo’s decision was, at least in part, motivated by a desire to re-establish an office environment & encourage the sort of daily interactions that I miss now.

Beyond employee relationships, Yahoo’s Mayer was also concerned about out-of-office employees’ ability to be productive and ignore the many distractions working remotely may present. Writing for Forbes, David Sturt & Todd Nordstrom note that, “[p]ets, children, television, and the refrigerator can all be distractions for people who work from home,” and that remote workers who travel frequently face additional challenges, including noise, chatty co-commuters, and unpredictable work conditions. Still, I am not convinced that the distractions I now confront in my home office are any different from those I had in the RSVP office. Well, OK, granted, this wasn’t likely to happen in the RSVP office:

capn

Captain Morgan, my CFO (Chief Feline Officer)

But something like this?

const

Ongoing construction outside our apartment building in Seattle.

Now that type of distraction is totally possible. In fact, I remember when we had the roof replaced at RSVP and had to brush plaster off our desks because the work was so intense above us. We couldn’t even use the office phones because of the noise! How is that in-office distraction worse than, say, having a cat hop up on your desk for a quick nuzzle at the home office? I’m honestly not convinced that it is. Additionally, studies have often shown that employees who work from a home office are more dedicated and productive, logging an average of 4 extra hours of work per week & cranking their productivity up by as much as 13%. Remote office employees even report being more engaged in their work than their in-office counterparts.

Still, remote work is not for everyone – businesses & employees alike. Large companies like Yahoo!, whose bloated infrastructure hindered growth in recent years, need to maintain control over many facets & departments chock full of employees, and an easy way to do that is to encourage in-office work. Further, some people are simply not cut out for remote work; the distractions prove too many, or they simply use the office to create a physical separation between their home lives & their professional lives. Sturt & Nordstrom encourage those considering remote work to do it for the right reasons, and believe it comes down to personal preference. According to them, “it may soon be possible that everyone can choose the work environment that suits them the best.” That is, remote office workers can work remotely, in-office employees can stay in the office, and businesses can reap the benefits that come from a happy employee base.

Even though I miss the camaraderie of the office & the convenience of being physically close to our central location, I am glad I have the opportunity to work from home. Working from home allows me to keep a job I enjoy with people I like at a company dedicated to excellence – and those factors are important enough to me that I’m willing to work across space & time (thousands of miles & a 3-hour time difference).

Now if you’ll excuse me, Hemingway needs to see me for my annual purr-formance review.

hemmy

“We really need to focus on catching the red dot this quarter.”


Contributed by Renee Pugh.

ReneeWeb

 

 

 

 

 

 

All images are the author’s own. Unauthorized usage without proper credit is prohibited.

Just Stop.

I’m always trying to bring unusual content to a different audience – a non-art-world audience.Jenny Holzer.

I decided to write this blogpost on another one of my favorite female artists, Jenny Holzer.  Advertising is about making the viewer stop. Stop at that one postcard, or stop at that one page in the magazine. I believe that Jenny’s work makes people stop.

I first learned about Holzer’s work in an Art History class I took at UD. What I found fascinating about Jenny’s work was her meaningful phrases and the way that she displays them. Holzer is mostly known for her large-scale public displays that include billboard advertisements, projections on buildings and other architectural structures, as well as illuminated electronic displays. From big to small, Holzer’s work has also been shown on monuments, small posters and T-Shirts. Wikipedia says, “Her main concern is to enlighten, bringing into light something thought in silence and meant to remain hidden.”

Holzer was born in Gallipolis, Ohio and attended Duke University, the University of Chicago and Ohio University where she completed a Bachelors of Fine Arts Degree. She moved to New York City in 1976. In Manhattan, Holzer participated in an independent study at the Whitney Museum and that is where she first started working with language, installation and public art. Some of her contemporaries include Barbara Kruger, Cindy Sherman, Sarah Charlesworth, and Louise Lawler.

holzercollage

Holzer has done many series, but two in particular made me stop. She has a series called“For the Capitol” that she completed in 2007. Projected on the Kennedy Center for the Performing Arts in Washington D.C, this piece was made specifically for nighttime projection using quotes from John F. Kennedy and Theodore Roosevelt.

I also appreciated her project from 2006 titled “For 7 World Trade” which is one of her permanent LED light installations. It hangs in the lobby of the 7 World Trade Center in New York City. The WTC’s website mentions Holzer’s piece saying, “Holzer, a conceptual artist, created an animated-text installation of prose and poetry that scrolls across a glowing 65-foot-wide, 14-foot-high glass wall behind the reception desk. The work features pieces written by numerous authors – from Elizabeth Bishop and Allen Ginsberg to Langston Hughes and Walt Whitman – whose work evokes the history and spirit of New York City.”

That’s the test of street art – to see if anybody stops. People would cross out ones they didn’t like and would star others. I liked that people would engage with them.Jenny Holzer

Jenny Holzer is currently living upstate New York with her husband and daughter. Her art has been shown all over the world and has won many awards. Her work is controversial but I also think it has a way of pulling people in and enticing them. Her displays are in your face and make you think. I find that is needed in good advertising whether it is advertising for businesses or advertising your own thoughts and ideas. If you enjoy Jenny Holzer’s work I also recommend checking out the other artists I mentioned earlier.

Contributed by Crista Kling.

Crista

 

 

 

 

 

 

For all the pictures and information in this blog, please utilize the sources below:

http://en.wikipedia.org/wiki/Jenny_Holzer

http://www.pbs.org/art21/artists/jenny-holzer

http://www.washingtonpost.com/wp-dyn/content/article/2007/09/12/AR2007091202441.html

http://www.streetscenesdc.com/Projections.html

http://www.wtc.com/about/office-tower-7/office-tower-7-design

http://www.brainyquote.com/quotes/authors/j/jenny_holzer_2.html

http://projects.jennyholzer.com/projections/san-diego-2007/gallery#4

http://www.aiany.org/eOCULUS/2006/2006-04-18.html

http://ny.curbed.com/places/7-wtc

http://www.pbs.org/art21/images/jenny-holzer/for-7-world-trade-2006

http://www.omatic.com/public_art/holzer.htmlhttp://projects.jennyholzer.com/http://www.theguardian.com/artanddesign/2010/mar/14/jenny-holzer-baltic-review-cumming

 

Quick History of the Cell Phone

You know, if you think about it, cell phones haven’t really been around that long. The first cell phone approved for commercial use was developed by Mr. Martin Cooper in 1983 – a mere 31 years ago.

The phone cost $9,000 in today’s dollars (Interestingly this is not even the most expensive cell phone ever – Vertu sells luxury phones today from ($6,000-$12,000). Even more interesting, the first call was made to the son of Alexander Graham Bell. I wish I could have been there for that!

The cell phone has completely changed the entire world. It’s changed how we talk, how we log and track our lives, and also how we do business. No longer are we tied to emailing each other (which was invented in 1971 by the way) or making calls from the office. Now we are accessible to anyone 24/7.

Our phones have evolved from the two pound Motorola DynaTAC down to the Samsung Galaxy S4 Mini which is a whopping 107g, or roughly the same weight as a fork or a teaspoon.

 

I would argue it’s one of the most diverse business tools available to us, with a plethora of apps and features to remind us we have a meeting, tell us how to get there, and then remind you to make that follow up call. If you have a need, there is an app for that.

For a list of the top ten business apps, go here: http://www.forbes.com/sites/amitchowdhry/2013/09/16/best-business-apps-to-download/

My personal favorite from this list include Square, where you can turn your cell phone into a credit card swiping machine, and Evernote, which is like a notebook for your cell phone. You can make multiple notebooks with various tabs to keep notes, clip sections from website, and much more.

The Square and it's app. Turns your cell phone into a credit card processor (for a small fee of course).

The Square and its app. Turns your cell phone into a credit card processor (for a small fee of course).

Your options are truly limitless with the technology that is rapidly developing. I am excited to see what the future holds for cell phones and other business technologies!

Contributed by Ashley Hudson.

Ashley

 

 

 

 

 

Would like to thank these sources for the information found in this blog!

http://www.mobilephones.com/top-5-lightest-smartphones/

http://www.vertu.com/en/signature-touch/design

http://en.wikipedia.org/wiki/History_of_mobile_phones

http://content.time.com/time/photogallery/0,29307,1636836,00.html

 

What Gardening Teaches Us About Success

LisaGardener

1. Pulling weeds.  A weed has a stronger and more tenacious root than any plant I intended on being there. If ignored they take over.  Be careful not to let negative thoughts enter your fertile mind. Sometimes those weeds are negative people in your life.  Be careful. They will squelch ideas. Create self-doubt. Strangle your optimism.

2. Reap what you sow. Before the fruits of your labor can be enjoyed, much hard work must precede it.  Last spring I skipped the annoying and backbreaking step of tilling the soil to plant my vegetable garden.  My shovel could barely break the surface to plant my seeds.  Because I didn’t take that extra time and put in the work, my plants lacked room to grow and nutrients necessary for delicious fruit.  In much the same way, many calls must be made to enjoy the reward of a face-to-face meeting with the client.  That meeting may not lead to a sale, just as, despite my best efforts, many seedlings wither and die. But sure enough if I do enough of the hard work I’ll have a bounty to enjoy.

3. Don’t procrastinate.  I peer out my window on a sunny morning and think I really ought to get out there and feed those chickens now…ah, I’ll do it after work.  After work, an unexpected thunderstorm hits and I’m running to the chicken coop drenched in chilly rain trudging through mud and muck.

4. Victory is sweet.  Pluck a tomato straight from the vine. Take a juicy bite. Savor a crisp cucumber the day it’s harvested.  Crack a farm fresh egg for breakfast. Share a slice of fresh baked zucchini bread straight from the oven.  Snip a few fresh mint leaves for an icy cool refreshing Mojito. Somehow my harvest tastes better than anything store bought.  Those easy wins in my professional life aren’t nearly as fulfilling as the ones that required blood sweat and tears before victory was finally realized.  Failures and setbacks are merely temporary states.  Remember, into every garden a little rain must fall.

This little backyard garden somehow brings me great joy. It doesn’t feel like work. It’s relaxing, dare I say, even therapeutic. I know the payoff is worth it.  I haven’t gone so far as to talking to my plants.  But, hey, a little positive self-talk in life can’t hurt anyone.

 “The mind is what the mind is fed.” –David J. Schwartz, The Magic of Thinking Big.

Contributed by Heather Craaybeek.

Heather

By Golly George! Who Built That Fence For You?!

 

My favorite clients all say, “We grow mainly by word-of-mouth.”

Excellent!  That must mean you do your job well. You deliver on promises made. And best of all, your customers like you!  A word of warning however — word of mouth is not what it once was.  Gone are the neighborly over-the-fence chats of the 1950’s.  Families don’t set roots in small hometowns for generations like they once did. College, career changes and snowbird retirements are spreading families out across the nation.  Clientele age and naturally drop out of your prospect pool.

Don’t count on referrals as the only source for qualified leads or risk losing the lifeblood of your business.

Good news!  You can capitalize on your strong word-of-mouth and satisfied clients by turning them into a direct mail advertising message that works.

We have proven formula to help you achieve remarkable results.  The success of your direct mail campaign will be influenced by three things: the list, the offer, and the design.

 The List

Be laser focused and target prospects who look and act like your clients.  What makes referrals great is that people generally befriend folks who are similar to them. Their sameness makes your job of closing the lead that much easier.  Understand your customer and mail to those just like them.  You need consumers who are able, ready and willing to buy. One of the most desirable demographics today is the mass affluent, the 21% of homes that are responsible for 60% of spending. They are the 98% of homeowners that are twice as likely to buy, and when they do, spend 3.2 times more.**

 The Offer

What offer can you make the conveys real value to the reader? We often get asked “How much should my offer be worth?”  We advise: Without giving away the house, what is the most unbelievable offer you can make?  If your ideal customer received your postcard today, what offer would motivate them to take action today?  Remember the stronger the offer, the greater the response.  What is trending in your industry now?  Can you entice the reader with that?   Follow the lead of marketing giants and use BOGO (buy one, get one) deals or percent off sales or cash back offers.  By now, everyone recognizes the trademark blue and white Bed Bath & Beyond 20% off direct mail offer.  Consumers want to feel like they are special and getting a deal.

 The Design 

While the artwork is important, the headline and message are more critical.  What can you tell me that will captivate my attention immediately?  What problem can you solve? According to John Jantsch, author of Duct Tape Marketing, “Tell stories. People love stories. Often even complicated ideas can be made simple through the use of a story. Talk about how your clients use your products or services.”  Avoid platitudes and generalizations like …”World’s best cabinets” or “Quality service, affordable prices.” Boring!

287 is the average number of meaningful branding and advertising messages seen daily. People are tired and bored of the everyday, the mundane, and the expected. If your message doesn’t resonate or impinge with the consumer, will they even notice it?*

This simple three-step formula can begin to fill your marketing funnel with new and interested prospects.  Once you turn your new leads into clients don’t forget to keep your referral train rolling. Make asking for them a part of your selling process.  Jantsch shares “One of the best ways to leverage the power of referral marketing is to make the providing of referrals an expectation of every client relationship.”

Still concerned about your message? Download the free white paper: 8 critical mistakes to avoid when marketing your product or service.

Contributed by Heather Craaybeek.

Heather

 

 

 

 

 

 

*source: Jay Walker-Smith, president of the Marketing Firm Yankelovuch

**source: Bureau of Labor Statistics Consumer Expenditure Survey

Perspective from “the New Guy”

new guy

Being a recent graduate of Centerville High School has been an accomplishment and success.  I decided that I wanted to pursue a degree in marketing at The University of Cincinnati.  I felt that the co-op program at Cincinnati offered me the best chance for success in the “real world.”  Having completed my freshman year at The University of Cincinnati, I feel as if I learned a good amount of information about not only marketing, but business in general.

I have just recently started working at RSVP this summer.  Working at RSVP will be a great opportunity to contribute to this business, develop practical real-world experience, further myself in my long-term job search and enhance my resume this summer.  It has been my first real job in the career path that I have chosen.  As I started working at RSVP, I felt as if I needed to prove myself to my fellow employees and demonstrate that just because I am the boss’ son, I can “bust it” and earn their respect in the office.  I have started working part-time, with my first of several assignments being converting hundreds of businesses paper files to our new paperless database.

While I am converting files, I feel that being the new intern with a fresh set of eyes in the business, I can offer new ideas to the company, and more efficient ways to do daily tasks.  Even though I lack experience in the workplace, I feel that I can make up for it in creative and new ideas, and energy and passion for life.

Being “the new guy” allows me to be in a position where I can challenge and inspire myself and others to excel, while simultaneously generating new ideas and process improvements for the RSVP business.  That is a perspective that I have now, and hope to maintain throughout my career.

Contributed by:
Anthony J. Sucato
University of Cincinnati
Carl H. Lindner College of Business

 

AnthonyWeb

Being Responsible When It’s Not Your Responsibility

Responsibility

 

Recently a client shared a story with me. They had ran an ad with another company and the other company accidentally inverted some digits in their phone number. The client signed off on the proof without realizing it. They didn’t think it was something they needed to worry about because they had ran the ad before. When the mistake was discovered later the company told my client they weren’t liable because the client approved the ad.

While that is technically right, it is also so wrong.

Clients should feel that their vendors are looking out for them, proactively working to not make mistakes and fixing any if they do. They need to feel their vendors have their backs.

Before we run an ad for a client we check every single phone number and website, every single time we run the ad for them, even if it is the same ad we have always run for them. Some might ask “why would you waste your time doing that when your clients have already approved their ads?” We don’t view it as a waste of time. We are in business to help our clients grow. We help do that by looking out for them, even though we don’t technically need to. We’re responsible when we don’t need to be because it’s the best thing to do for our client and because it’s right thing to do.

 

Contributed by Jodie Hook.

Jodie

More is not better, but too little is worse!

A Lesson from Goldilocks and the Three Bears…

GL&3Bears

As I have talked to business owners over the last 14 years who have adopted a do-it-yourself mentality to marketing their business, I have often heard, “My mailing campaign didn’t work!”  What I often find from them is that they have done their own mailing campaign of 100 or 200 mailers of some type, to a list of prospective homeowners that they’ve narrowly targeted, based on the direction of a friend, family member, or “marketing expert” at their networking group.  They’re surprised that they get no response, or one or two lukewarm prospects.

The reality is that zero, one or two responses from a mailing of say 200 homeowners, is not actually bad at all, it’s just not enough.  How does that make any sense?  In fact it’s quite excellent for a cold campaign at 1% response rate.  The problem is expectations.  One or two lead calls for a home improvement company is not enough to keep a sales staff gainfully employed, and cash flow healthy.  10 or 20 leads would be more like it – right?  50 qualified leads even better!

Most direct response fails I believe, because business owners find the least expensive Cost per Thousand Impressions (CPM) advertising vehicles and blast their message out to mailboxes attached to dwellings of all types.  The result is lots of “activity” and a disproportionately low level of sales for the activity expended.

Worse yet, with all the sophisticated demographic, psychographic, and geographic targeting techniques – some businesses take the extreme opposite approach by disqualifying too many good prospects and focusing too narrowly on a list that has no chance of being successful, based on too many assumptions.

Well what if there was a way to target your entire population of qualified and select prospective homeowners (The Mass Affluent) and received full service marketing consulting and design based on years of experience and proven track record… and laser-focus that message into the home for one-tenth the cost of a postage stamp?

What I have found is that if we mail 1000 times the circulation of the earlier example, at one-tenth the cost, but mail that to the Mass Affluent Homeowners, we get the desired result our business owners are looking for.  They get qualified leads, enough to be impressed, that close at a high percentage, and have a strong ticket average.  The result is a strong Return on Investment (ROI) for the advertiser, with laser-focused effort, and a fraction of the sales staff!

More is not better, but too little is worse!

 

Contributed by Anthony R. Sucato,

Retired Engineer

President RSVP Publications of Indiana, Kentucky, and Ohio

“Direct Marketing to the Affluent”

Tony

Sales People: Learn More About Your Product Than Your Company Taught You

WD-40

When you were being educated about the value and benefits of the product that you would be selling, did you learn everything there is to know about the product?  Most likely, no.  It’s not that your company withheld information about your product, it’s just that even they probably don’t know all of the uses, benefits, or value of their own product.  So how do you find out this information?  Ask your customers.

Your customers can tell you things about your product (good and bad) that will help you in the sales process and make you more prepared to overcome the challenges of selling your product.  But you have to ask them.  They’re not likely to volunteer this information just because you sell the product, but they would be happy to share their experiences with you.  It gives them a feeling of authority with your brand.

Here’s an example:  WD-40 was developed as a lubricant (water displacement) for machinery parts.  It solved a common problem for many industries.  It was later revealed  in Reader’s Digest that there are many additional uses for WD-40 beyond lubrication.   Their customers were the ones that figured out these uses, most likely out of necessity to solve unforeseen problems, and applied WD-40 to solve the issue.  One of those uses was for roach extermination.  I highly doubt that the inventors of WD-40 knew, or invented WD-40 with roach extermination in mind.  But, they never would have known this without the feedback from their customers.

What can your product do that you’re not aware of?  You don’t have to brainstorm new solutions for your product to solve, just ask your customers.  Use the feedback provided by your customers in your discussions with new prospects.  You’ll find that it will make those prospects more engaged and receptive to your product helping solve their issues too.  It’s worked for me.

Actively ask your customers how they use your product and you might be surprised what they tell you.   The other thing that might surprise you is that you might get invited to lunch with the CEO more often, too.

Contributed by Jeff Vice.

Jeff