Archive for the ‘Articles’ Category


April 1, 2012

Too many professionals mistakenly think that “everyone is a client.”

While that may be true, this mindset leads to superficial, generic, and expensive marketing. It is much more powerful to focus on a specific niche market.

That way, you can develop a targeted message that will really get your audience’s attention – and get them to spread the word about you.

Also, you can set yourself apart from other professionals who are “all things to all people.”

By choosing a specific niche, you can reach targeted prospects & decision makers.

Cherie Eilertsen

How do you rate?

December 11, 2011

Today I just want to ask 3 simple questions. Don’t underestimate the power that lies within easy reach of the answers:

  1. What do you know something about? (In what area or market sector do you have a body of knowledge. What business area or hobby do you know well. Have you taken any courses, gained any experience or built up know-how in any particular area?)
  2. Are you blogging/facebooking/tweeting/emailing/sharing it? (your platform of choice does not matter. Your information does) 
  3. Who is following you, listening to you or reading what you are sharing? (track your followers. Give them what they want)

by Cherie Eilertsen

Is conventional advertising dead?

November 17, 2011

If not dead, it is dying. The audience has changed. Their likes, needs & wants have changed. Their attention span has changed.

For advertising to work, it needs to adapt to its changing market. The ads of yester year will no longer interest or captivate the target of tomorrow.

Ads today, need to speak directly to the interest of the reader. Social media allows advertisers to know their target. It facilitates & enables a transparancy which allows for direct, targeted, niche, specific advertising,  to particular segments.

Your ads are working, if they are talked about. They are working if they are watched or read by “choice“. They are working if they are passed on, & googled. They are really working if they go viral.

  • Rethink your advertising
  • Rethink your target
  • Rethink their interest in your product
  • Rethink your message
  • Rethink your delivery

by Cherie Eilertsen

What is “experience” marketing?

October 10, 2011

Experience marketing is when a product is presented or marketed in such a way, that it is an emotional, encompassing, involving & emotional experience.

Experience marketing involves the target market.  It includes the target market. It appeals to the senses in a way that is important to the audience, & not the just the marketer.

Experience marketing is an event. It is not just a product transaction. It goes beyond the transaction & enters a whole new realm. It sweeps up the target market & takes them on a journey. It is more like a story than an advert. It is more like the feature film than the ad break. It works!

When last did you lead your target maket through an experience?

by Cherie Eilertsen

Why is Connectivity important?

September 18, 2011

It is important to be connected. It is important to stay connected.

It is important to share your information & your stories with like minded people. We are seeing a shift in people dynamics, as people who may not even know each other, congregate into groupings, based on unseen threads which bind them together.

Who are you connected with?

by Cherie Eilertsen

Is Knowledge a currency?

September 16, 2011

Yes, it most certainly is! It is one of the most relevant currencies of our time.

  • What do you know?
  • Do you share it?
  • If not, how could you share it?
  • Do you have readers?
  • If not, how could you cultivate readers?
  • Do you write, blog, facebook, or tweet, your knowledge?
  • If not… start today!

by Cherie Eilertsen

What is meant by “people asset”?

August 27, 2011

What assets have you built in your business?

As the world collapsed around us, I believe that many companies re-assessed their assets & a new mindset emerged. Yesterday’s world counted “things” as assets. Today, more & more companies are looking at their people asset, & understanding the power that lies within.

Each customer, follower, fan, friend, client… is a blessing. Each one potentially links your business to their fans, friends, followers… Harvest the crop!

by Cherie Eilertsen

How do you downsize a business?

July 27, 2011

It’s time to simplify. Big is no longer impressive. In these recessionary times, survival is more important than many of the sacred cows of the past. Cutting overhead is the order of the day. Look at every spend in your business, & ask yourself if it is STILL necessary. It may have been important, or even crucial, two years ago, but is it necessary now? List your overheads & rethink them. It’s a whole new world out there, & it calls for a whole new game plan. Good luck!

by Cherie Eilertsen

What is Online marketing?

July 9, 2011

The power has moved from the portal, to the platform. There is greater leverage in providing a platform, than in providing a portal. The platform matches & dispatches clients, linking them for their mutual benefit, whereas the portal tries to hold them for its own benefit.
|So, who did you link up today, in the value chain which underpins your business?

by Cherie Eilertsen

What is a Centre of Influence?

June 30, 2011

Whether you call it your Centre of Influence or your Sphere of Influence doesn’t matter. It  is your database of friends, clients & customers. It is your network & your gold mine. It is made up of people who:
like &
trust you,
& therefore the people most likely to refer  & to support you.
Build a strong network & then, make the NET WORK!

  • Get permission
  • Add value
  • Ask for referrals
  • Get permission
  • Add value
  • Ask for referrals
  • Get permission
  • Add value
  • Ask for referrals

It is done consistently, repetitively, & systematically.


by Cherie Eilertsen