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It's important to always be learning.

It's just as important to act upon what you learn.

Capstone's Tip of the Month

Tip of the Month is a monthly tip sheet designed to help you run your business better.

Tip of the Month is written by Keith Thirgood, creative director of Capstone. Keith is a twenty-year veteran of the marketing wars, and writes real-world marketing marketing tips, rather than MBA theory.

"I rarely stop to read an entire newsletter--I subscribe to about six of them. Yours stops me dead in my tracks though. I find I read everything and find most of it applicable. Thanks. Keep up the good work."
André Mazerolle
Industry Marketing Manager
KPMG LLP

"The newsletter is terrific. I am the marketing/publicity person at the Red Barn Theatre in Jackson's Point. I've been reading your entire newsletter when it arrives, & find it very informative. Keep up the good work!!"
Renee Blake
Red Barn Theatre

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Here's a sample Tip of the Month

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Which doctor makes more money, a GP or Specialist?

Why does the Specialist make more money?

Perceived rarity and perceived expertise.

This has a direct bearing on your own earning power. If you're supplying a commodity to everybody, you have little perceived value. If the next supplier in line is cheaper, you're history.

As a small or mid-size business, you cannot be perceived as an expert in more than one field. The narrower the field, the greater the potential for being considered an expert.

To determine what you should become the expert in, consider the following: Among your clients, who is your best client? What makes them best? What are their identifying traits? Find out from them why they come to you. Of all the services/products you supply, in what special niche can you become the expert?

Build your marketing around that expertise. Develop a newsletter where you can demonstrate it. Ensure your advertising highlights it. Give talks at conferences where you can display it. Price yourself accordingly.

When you're the expert, you can ignore your former competition, because they're now followers.

Cheers,

Keith Thirgood, Creative Director Capstone Communications Group Helping businesses get more business through innovative marketing Markham, Ontario, Canada 905-472-2330

If you're looking for solutions to your marketing issues contact me, I'll be glad to talk about your needs.

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