Marketing Plan Check-up For New Product or Service

posted by Frank Buddenbrock 10:29 PM
Wednesday, January 31, 2018

The marketing plan you’re developing for a new product or service should be designed to achieve certain objectives. Your plan’s success will depend on determining if those objectives are indeed the “correct” ones, and if the plan is properly implemented. By answering the following questions, you will ensure that your marketing plan is moving in the right direction. Download your printable version of this worksheet.

1. Who are you trying to reach? Can you succinctly describe your ideal buyer? This helps tremendously when formulating your offer. How have you determined that this is the correct target?

EXAMPLE IDEAL BUYER: Angelica- a 28-year-old single Caucasian woman. College graduate. Loves to travel and frequently eats out at posh restaurants with her girl friends. Drives a 5-year-old Japanese SUV. Loves the outdoors. Owns a labradoodle. Is not planning on getting married. Is a work-a-holic. Owns a Samsung smart phone. Eschews social media. Is an Amazon Prime member.

2. Where can you reach your most likely prospects? Are they Online/offline? The description of the idea buyer above will help you decide the most likely places to reach her.

3. When is your message most likely to be well-received? Choose your timing carefully. Selling skis in August, or picnic baskets in January may not be the best-timed events. Make sure your promotion isn’t overshadowed by another anticipated event. Think Super Bowl.

4. Have you determined how many prospects you have to reach to make this viable? How did you arrive at that number? If you can’t economically reach your prospect, you may have to re-think your plan. Don’t spend so little that you remain “invisible.”

5. How frequently will you present your offer to your market? Does your budget take multiple touches into account? A new product/service will need lots of help to just get on your market’s radar. Will this campaign’s budget survive the long haul?

6. What can you do to make your message/promotion stand out from the noise and clutter? Can you select the most effective media that will enhance your message?

7. Think Different. Have you looked at this from multiple angles? Have you had other members of your team analyze your plan? Do you need to consider alternative approaches?

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Marketing A New Service Or Product?

posted by admin 11:40 AM
Wednesday, January 24, 2018

Every year, businesses introduce thousands of new products or services. It could be to garner a larger share of a particular audience, it could be the latest and greatest invention since sliced bread (or the iPhone), or it could be just the latest fad. Unfortunately, only a fraction of them will be successful. Even the biggest companies (remember New Coke) have had their failures. This checklist will help you to evaluate whether or not to consider bringing a new service or product to market. (I’m going to use “product” to represent both service and product.) Download your pdf copy of this checklist.

Check out some of my other Work ON It Wednesday checklists/worksheets.

10 Business Development Ideas That’ll Grow Your Business
15 Ways to Drive More Visitors To Your Website

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15 Ways To Drive Traffic To Your Website

posted by Frank Buddenbrock 11:07 PM
Tuesday, January 16, 2018

Work ON It Wednesday- 15 Ways To Drive Traffic To Your WebsiteThe World is on the Internet- you MUST be, too. That’s where they spend huge amounts of time communicating, entertaining, and searching. Take advantage of this checklist of 15 ideas to drive them to your website. Download your pdf of this checklist and keep it handy to keep you on track as you Work ON your business.

Optimize your Paid search, social media advertising, and display advertising opportunities. Research to find which platform works best for your particular business/offer/niche. For some, Google AdWords is  best, for others, Facebook Ads drive the most targeted traffic. Ensure your website’s url is on EVERYTHING- from bus benches to matchbook covers to your company vehicles and all collateral materials.

Promote content through social media channels. Twitter, Facebook, Google+, LinkedIn. And be social. Here is where you build relationships and friendships and increase your engagement. Be sure to respond to and acknowledge comments and likes. Get the conversation going, and keep it going.

Without a compelling headline or email subject line, your content will never get read. Write several (10-20) headlines to find the most compelling. The only responsibility of a subject line is to get the recipient to open the email. Then it’s up to the email’s interesting copy and call to action to engage the visitor.

Long-tail keyword phrases make up the majority of web searches. These are THE terms your potential customer/client is actually typing into a search bar. Target those phrases in ALL your marketing materials. And positively make use of these phrases in your SEO (search engine optimization) efforts.

Becoming an expert guest blogger on an authority website will boost your brand. Approach blog owners and offer to share your expertise with their tribe. This will not only build your celebrity, but will also improve your SEO efforts by increasing your internet footprint and providing valuable relevant back links.

Your guest blogger will provide content for your website (that’s one less thing you’ll have to produce), and most likely promote their content on their own website, which could drive additional visitors to YOUR website. It’ll also increase your credibility and notoriety as you associate with a well-known expert.

Posting content on LinkedIn will boost traffic to your site as well as improve your profile in your industry. Provide and/or share educational and interesting articles to build a growing list of interested readers.

You’ll be pleasantly surprised how many people are willing to be interviewed- many of them will be flattered that you recognize their expertise. Publish the interview on your website/blog/social media property. Consider recording an audio version and making it a podcast in addition to the written version. Be sure to offer this content to your interviewee for their own distribution.

Email marketing is still one of the most powerful methods to drive traffic to your website. And it’s one of the most economical- the ROI on a great email campaign could be HUGE. Be sure to develop an ongoing campaign- one-offs rarely have the impact necessary and will cause you to erroneously believe that email doesn’t work.

People love to weigh in on subjects their feel strongly about. Building a community into your website is a great way to begin the conversation. Develop a Facebook group, a LinkedIn group, a monthly MeetUp or create a forum on your own website where discussions can take place. Again, ensure a constant flow of content and conversation.

Posting comments on relevant websites, forums, groups, etc. can help you make a name for yourself. Post relevant and quality comments. No selling here- use this opportunity to share your expertise.

Distribute your content to aggregator websites (Reddit, Digg, Delicious, StumbleUpon, Tumblr) to increase your web footprint. Turns out, this is also a valuable SEO backlinking strategy.

Video content is quickly, if it hasn’t already, becoming the king of content. Video has high retention and is an excellent way to grab your audience’s attention. You get to set the pace and the order in which the content is delivered so you have a lot of power here. When displayed on your website (often on your home page), not only is this a fantastic opportunity to describe your products and services, it’ll also increase the time your visitor stays on your site which is another factor Google considers in search engine rankings.

Webinars are extremely effective vehicles to impart your wisdom to an eagerly waiting audience. Archive the webinar for future viewing, and promote it heavily to your email list, social media followers, blog readers, etc.

Speaking at conferences is an excellent way to establish yourself as a thought leader and to gain significant exposure for your website. Find out from the event producer how they are marketing and promoting the event- discover how you can help. Produce something of value and let attendees know that they can obtain it by visiting your website. Develop a method to capture the email addresses of attendees and market to them post-event.


To be sure, there are many more methods to drive traffic to your website, but this list should help to get your creative marketing juices flowing. Here’s to wishing you tons of traffic.

Download your pdf of this checklist and keep it handy to keep you on track as you Work ON your business.

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As business owners, we are intimately involved in the day-to-day machinations of our businesses, those things that make the business go. This makes perfect sense.

You may be a fantastic accountant, lawyer, plumber (fill-in-the-blank) who spends their day accounting, plumbing and lawyering, but if you (or someone you delegate) don’t make the time to grow your business, it will wither and die. To be sure, things change EVERY day. You may be working at capacity today, but you can be sure that will change. Without a plan to continue to grow your business, you may be caught off-guard with dire consequences.

I’ve put together a checklist of 10 ideas to help you grow your business. It it not an exhaustive list but it hits some major areas I believe need to be addressed if you plan to continue with your business.

Please download a pdf copy of this list and print it out. Keep a copy of it visible in your office to remind how important business development is to the longevity of your business.

1. Ensure that you do some Business Development EVERY DAY. Make NO excuses, NO exceptions- EVER!

2. Develop the mindset that Business Development is as important as any fee-earning or income-earning work or activity.
3. Create a plan. Determine what you want your future business to look like- and WHY. Do you want to dominate the field? The goal is to KNOW where you want to go, and then make a plan to get there.

4. Business Development is hard work. Explore techniques/methodologies that will help you keep your momentum. Consider working with an accountability partner- a friend or buddy to whom you communicate your progress.

5. Make more phone calls. Talk with clients- be sure to LISTEN. Email and text less.

6. Ensure that your communication with clients adds value and are not simply chasing business.

7. Work diligently to delight clients at every point of contact- never give them a reason to look elsewhere.

8. When cold calling, never be pushy or come across as desperate- believe in the value you bring to the relationship. Remain relaxed, calm, and be the expert.

9. Make sure that new customers/clients can find you. Much of future business is going to be found online. If you’re not there, that new business is going to find it elsewhere.

10. Your ultimate goal should be to build a business that can run without you. Learn to train and delegate. You DON’T really have to do it all. If you can’t take time off without fear that your business will fail, you own a job, not a business.

Download a pdf copy of my 10 Business Development Ideas checklist, print it out and keep a copy of it visible in your office.

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Glyphix Launches New Website for Telplex

posted by admin 1:55 PM
Tuesday, December 1, 2015


December 1, 2015

For more information contact:

Larry Cohen

818.704.3994 (Office)


For Immediate Release


Woodland Hills, CA (December 1, 2015) – Glyphix Advertising is pleased to announce it has developed and launched a new website for Telplex Communications, a newly branded local and long-distance phone services provider, with headquarters in Encino, CA.

Larry Cohen, President of Glyphix commented, “We’re very excited to launch the new Telplex site and to introduce the small business marketplace to the truly helpful telecom programs and potential Telplex brings to the table. They offer local and long-distance phone service, business internet connectivity, and mobile hotspot hardware. They are an innovative, growth-oriented company that brings the experience, products and services to really impact their clients in a positive way. Communications is at the heart of every company and managing that effectively, as Telplex can, frees up the owners to go out and grow their business. In addition, we constantly hear from our clients about how confusing and expensive phones services have become. Now we’re able to provide expert solutions to a client to help eliminate that pain.”

Glyphix created the name and identity for the company.

According to Telplex Executive Vice President, Keith Nussbaum, “we decided to work with Glyphix because of their extensive experience in creating brands from the ground up. They collaborated with our in-house team on everything from how to position the company and segmenting our client’s base to creating all of the collateral materials we need to go to market”.


For more information visit

About Glyphix:

Glyphix has been providing effective and affordable brand strategy, development and design and advertising services to hundreds of clients throughout Southern California for the past 21 years.

For more information visit

About Telplex

Telplex Communications is committed to provide outstanding, customized telecommunications service to small and medium size business in numerous states throughout the US. Services include local and long-distance phone service, business internet connectivity, and mobile hotspot hardware. Run by veterans with decades of phone company experience, Telplex helps companies manage their phone needs so they can get back to the important work of running and growing their companies.

For more information visit

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