Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Legal/2142/Whats-Working-Now.html http://www.evancarmichael.com/Legal/2142/Whats-Working-Now.html Back in the “old days” most things were bought on cash but if you didn’t have the cash to buy, retailers came up with a system called a lay-a-way plan. The retailer held the goods and you made payment to them. When you were done paying the full price you got your furniture, dishwasher or whatever. Christmas lay-a-way assured gifts for the kids. Over the years, the plan morphed into giving you the furniture at the point of purchase and making payments. http://www.evancarmichael.com/Legal/2142/YOUR-2009-ACTION-LIST.html http://www.evancarmichael.com/Legal/2142/YOUR-2009-ACTION-LIST.html I always love the New Year. For me, late December and early January have always been a time of intense planning. What changes should I make for the New Year? What are my income goals, and how do I plan to get there? These questions have always been part of my annual business analysis. http://www.evancarmichael.com/Legal/2142/SEVEN-MAJOR-BUSINESS-MISTAKES-EVERYONE-MAKES-AND-HOW-YOU-CAN-AVOID-THEM.html http://www.evancarmichael.com/Legal/2142/SEVEN-MAJOR-BUSINESS-MISTAKES-EVERYONE-MAKES-AND-HOW-YOU-CAN-AVOID-THEM.html When the economy gets tough, some businesses cut back on marketing along with their other costs, thinking they can lie low and wait out the next opportunity. There are two mistakes with this kind of thinking to discuss, even before we get to the point of this article. http://www.evancarmichael.com/Legal/2142/The-Next-Big-Thing--Business-Vision.html http://www.evancarmichael.com/Legal/2142/The-Next-Big-Thing--Business-Vision.html I talk about Business Vision often. Sometimes people think I am just seeing things that aren’t there, and shake their head. Unfortunately for them, I have learned that learning to look at your business objectively, and with a fresh eye, allows you to discover unique opportunities that you have been missing. http://www.evancarmichael.com/Legal/2142/The-Next-Big-Thing-Building-an-Industry-instead-of-a-Single-Product-or-Service.html http://www.evancarmichael.com/Legal/2142/The-Next-Big-Thing-Building-an-Industry-instead-of-a-Single-Product-or-Service.html Sometimes we all fall into the trap of building a better mousetrap: a “thing” or a single “service” we hope people will beat a path to our door to discover. All too often, however, the result is that we spend lots of time, money and energy only to find the consumer really didn’t want our hot idea. This process although entrepreneurial, is a path to frustration and a pattern from which to break free. http://www.evancarmichael.com/Legal/2142/Its-ETime.html http://www.evancarmichael.com/Legal/2142/Its-ETime.html The Great Bull Market of the 1990s made us feel rich. The real estate boom boosted our hopes all over again and we all got caught up in the excitement. We borrowed against our assets like never before, and spent the equity we thought we had. http://www.evancarmichael.com/Legal/2142/Telling-Your-Story-for-More-Profit.html http://www.evancarmichael.com/Legal/2142/Telling-Your-Story-for-More-Profit.html Telling stories is not only one of the oldest forms of communication; it is also one of the most effective. Accepting this statement as true should help you see why creating a business story is a reliable way to connect, and to create a bond with your customer that helps you rise above your competition in their eyes. http://www.evancarmichael.com/Legal/2142/Its-The-Economy-StupidAgain.html http://www.evancarmichael.com/Legal/2142/Its-The-Economy-StupidAgain.html Marketing campaigns are about one thing…creating a campaign that generates a direct response that you can test the result of and that, when tested, shows that you made money. When you have that type of marketing campaign, you should never stop it until it stops making you money. http://www.evancarmichael.com/Legal/2142/The-Next-Big-Thing.html http://www.evancarmichael.com/Legal/2142/The-Next-Big-Thing.html I just spent two days with fifteen of the most successful entrepreneurial marketers in the country. By that description, I mean that they each have their own business as opposed to working for a big company with an unlimited marketing budget. They are successful marketers, several of them wildly successful, because they have to be. Every day, customers vote on their marketing with real dollars to attest to how good these marketing campaigns are. When they say something, I listen. http://www.evancarmichael.com/Legal/2142/Sell-the-Store-Not-the-Chair.html http://www.evancarmichael.com/Legal/2142/Sell-the-Store-Not-the-Chair.html The purpose of teaching a salesman to spend extra time with a customer to discuss the store’s long-term relationships with customers is to attempt to educate the buyer and create brand loyalty. Over time, brand loyalty and the desire to work with a store that stands behind their product can overcome many objections, including pricing.