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 When I met Linda, she hadn't taken a vacation in nine
years. I insisted that vacations aren't a luxury, they're
a necessity. We all need the break—it's how we relax,
rejuvenate and recharge.
Happily, she took my advice to heart, started flying again
and has since been to Europe and back several times. Last
month, she and Scott went to Spain and Portugal. I didn't
get to go, but I did score some fabulous Spanish jewelry!
Take an armchair tour by clicking
here to see their photos.
Many of you have been asking about little Ripley, who recently
had a benign tumor removed from his eyelid. A veterinarian
ophthalmologist performed the surgery—who knew there
was such a specialty? Well, Mr.
Adorable is doing great now. Thanks for all your prayers
and good wishes.
Do you know your competition? You absolutely must. Below
is a primer on how to keep track of what they're up to.
Also, be sure to check out who won our Turtle contest!
As always, your ideas, input and questions are welcome,
so please click
here to get in touch with us, or call the Turtle hotline
at 732.269.2454.
KNOW THY COMPETITION
To effectively market to clients and potential
clients, you need to know who else out there is wooing these
people and what their "romance" tactics are. Do
they seduce with purchase incentives? Are they blanketing
the market with irresistible mailings? Do they have a compelling
pricing strategy?
Once you know what your competitors are up to, you can
focus on differentiating yourself from them. You must be
able to answer the question, "Why should I buy from
you? How is your product or service different
from theirs?"
Start by doing some research:
- Name your top five direct competitors
- Start a file on each, identifying their weaknesses,
strengths and pricing strategies
- Keep a "swipe" file of their advertising and
promotional materials, plus any newspaper/magazine clippings
that feature their company
- Take note of how often they advertise, sponsor promotions
and offer sales
- Keep track of their community involvement—do they
underwrite the Little League? Hold fundraisers? Loan their
office space to charity organizations?
- Write down the similarities and differences between
your product or service and theirs
Knowing thy competition and what they have up their sleeve
will help you market more effectively to your desired market—and
win their hearts (and wallets) in the process.
TURTLE CONTEST WINNERS
Thanks to all of you for so many fun, creative ideas on
how the Turtle name came to be! We had a tough time picking
a winner, so we narrowed it down to three: a grand prize
winner and two runners up:
- GRAND PRIZE: Gary S. Latimer, ShoreShot Photography
- Runner Up: Lynda Rose, Eastern Monmouth Area Chamber
of Commerce
- Runner Up: Bill Raheb, The Old Bridge Playing Card Co.
Click here to
see their clever write-ups.
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