Dave Koshinz PCC - Blog , MarketingDave Koshinz PCC - Blog , Marketinghttps://www.davekoshinz.com/blogs/marketingThu, 16 Apr 2026 11:45:19 -0700http://zoho.com/sites/<![CDATA[Survival in Changing Markets]]>https://www.davekoshinz.com/blogs/post/survival-in-changing-marketsHere I'll tell a story from one of my businesses to articulate the (Market Dominating Positions) MDP's that helped us thrive through market shifts.]]>
Here I'll tell a story from one of my businesses to articulate the (Market Dominating Positions) MDP's that helped us thrive through market shifts. 

Success and resiliency come from relevant positioning, and a message that is heard by your customers. Businesses who have not developed a MDP are relegated to competing on price alone, overspending on marketing, and at risk of new competitors entering their market.

This is a story of three market transitions, and how we found ways to add new value positions that were relevant to our market. 

Rewind back to the mid 90's, my tech business had grown slowly but consistently. We were mid-way between Vancouver Canada and Seattle Washington, but our sleepy little town of fifty-thousand was too distant from either to benefit from their thriving economies. 

Bellingham was a far cry from Silicon Valley where I had originally cut my teeth in business and tech. Our small computer manufacturing company sold to farmers, welding shops, and diesel repair companies. Sprinkled in were accountants, lawyers, and real estate agents. 

Our competition was name brand computers and a sprinkling of tech enthusiasts who built computers in their garages. We focused on providing top level quality and reliability in every way. The unique skills I had acquired from my previous tech and manufacturing experience gave us a strong foundation for our MDP. 

We messaged our standard of quality in every customer touch through our words and actions. The subtext "we won't let you down" brought referral customers through our doors on a daily basis.

All was good until...

The exponential growth of the computer industry brought Circuit City, Best Buy, and Future Shop to our small town. We called them the "big box stores" due to their large footprint. All but a few of the small shops soon went out of business, those who survived had found an MDP to separate them from the big box stores.

Our regular customers stayed loyal, and supported us by sending more referrals our way. Though we were weathering the changes well enough, it was clear our existing market position would not hold for long. 

Finding the opportunity in the shift...

By listening to our customers we recognized an opportunity. The big box stores sold cheap computers, but gouged their customers on the cables needed to connect them up. Customers were being charged twenty-five dollars for a cable we were selling for seven. This practice angered customers.

Our idea was for a new MDP that would address this frustration and  augment our strengths. Cables had become critical to many small business computer installations, and they were rarely included. There was little standardization between manufacturers, so having a wide range of cables would strengthen our position as a problem solver. 

By being a destination for all things cable we could dominate that business in four counties. We covered a wall in our retail area with every imaginable cable a computer user would need. It worked!

The cable sales increased foot traffic by four hundred percent, we recovered lost revenue and quickly grew beyond where we were before. Here's how...
  • Becoming a destination for cables increased foot traffic, brand recognition and cross-selling.
  • The cable business was new high margin revenue.
  • By stocking unusual cables we appealed to the local experts who responded by sending us more referral customers.
  • Enhanced our reputation as customer focused, fairly priced, and problem solvers.

Helped differentiate us from the "big box stores". 

A maturing market...

Market evolution continued and computers became more reliable. We struggled to differentiate on quality and service. Computer sales dipped and again we started losing our dominance.

We needed to upgrade, to find a new MDP and dominate the market again. Computer networking had reached small businesses and was recognized as a way to get ahead of the competition. Leveraging our manufacturing skills, we started building top-level servers and supporting business networks.

We regained the lost revenue with new revenue from servers, business workstations, and networking. Once again we grew through the market shift. We addressed the problems these businesses had; unreliable networks and networking projects that went off the rails causing days of business interruption. There were even a few stories of businesses that had failed because of botched installations.

We addressed the solution they wanted but didn't have; reliable networks and projects that ended as planned. We provided accurate project plans allowing us to offer fixed price projects and predict project impact. Our strong estimating process and disciplined execution resulted in projects completing as planned with minimal disruption.

The assurances of our MDP backed by our reputation allowed us to charge a twenty-percent premium above our competition. We gained a reputation as the only place in the market to get a networking project done well. Close rate on project sales was eighty-percent. 

Change is the only constant...

Once again the market shifted, networks had become reliable and service providers more successful at network installation. Our close rate dropped and it came time to ask "what's next". A new service model called "Managed Services" had entered the small business market with the potential to resolve network problems remotely and avoid emergency calls. It could lower our operating costs while improving our delivery.

We learned from customers who were early adopters that their service providers had been "monitoring" their networks but had failed to reduce emergency events. They felt they had been sold a "bill of goods". 

We found the problem. The early systems had a hard time handling errors from the broad range of computers and servers in use. Managed Services had been built for large organizations and didn't scale well to small business networks. 

We saw the next MDP, we found a Managed Services system we could modify to report all relevant errors. It was a lot of work, but we were able to build the only reliable monitoring product in our market. By nearly eliminating emergencies for our clients, we became the premier Managed Services provider in our area.

For thirty years our MDP's helped us thrive through market transitions, economic shifts, and changes in the competitive landscape. Dozens of competitors came into our market, and failed. Those who survived had an MDP that was recognized by the market. Even Future Shop and Circuit City failed.

If you want help with your MDP, reach out, I'd love to do some brainstorming with you...Dave



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]]>Mon, 23 Oct 2023 03:00:00 -0700<![CDATA[Free Publicity with a PR Strategy]]>https://www.davekoshinz.com/blogs/post/free-publicity-with-a-pr-strategyIn the realm of public relations, consider three pillars that can supercharge your business growth]]>
In the realm of public relations, consider three pillars that can supercharge your business growth:
  1. Exposure: Getting the word out about who you are and what you offer.
  2. Merchandising: Showcasing your products or services in an appealing way.
  3. Promotions: Offering special deals, events, or insider access to attract attention.

Develop a comprehensive plan that integrates these aspects, and you've set the stage for an effective PR strategy.

Now, when we talk about media, think broad. While newspapers, TV, and radio are still valuable, you also want to target online platforms. Blogs, social media, and online newsletters can often provide quicker and more segmented access to your target audience.

Here's a detailed plan of action:
  1. Crafting a Relevant Press Release: Your first step is to write a press release that directly addresses your potential customers' needs or wants. Instead of just announcing your business, focus on how your product or service solves a problem or adds value to their lives. Use simple language and real-world examples to drive the point home. It also has to be newsworthy, no matter how valuable the information is to your client, it won't get through the media manager unless it's also valuable for them to publish it. You are serving two audiences here.
  2. Adding the ‘Hook’ and ‘Angle’: Once you've outlined the core message, think of a 'hook'—a compelling headline or opening sentence that grabs immediate attention. Your 'angle' is the unique perspective or twist that keeps the reader interested. For example, if you're a tech firm offering cybersecurity, your hook could be a recent high-profile data breach, and your angle could be how your solution could have prevented it. Again, if the hook doesn't speak to the media manager, they will pass it by.
  3. Formatting and Professionalism: Make sure your press release looks and feels professional. A clean layout with a bold headline, a lead paragraph that contains the most vital information, followed by supporting details, and finally your contact information. All of these should be printed on your official company letterhead.
  4. Targeted Distribution: Now, who needs to see this? Research and identify the media outlets that your target audience trusts. This isn’t a one-size-fits-all game. Local and national newspapers, TV stations, radio channels, industry-specific magazines, influential blogs, and digital newsletters should all be considered.

Remember, the press release is not just a sales pitch; it should be newsworthy and offer genuine value to the reader. If you can tie your offering to solving a prevalent problem or enhancing people’s lifestyles, both the media and the public will take notice.

Celebrity Endorsements: If you have the opportunity to collaborate with a well-known figure who aligns with your brand and message, it could give your PR a significant boost. Just ensure the partnership makes sense to your audience and adds credibility to your message.

Follow-Up: After your press release has been distributed, don’t just sit back. Follow up with media outlets to see if they need additional information for a story. This proactive approach can make the difference between getting a mention and getting a feature. When you speak with media managers seek to learn what they are looking for, it will help you create better press releases as well as build a know like and trust relationship.

As Jay Abraham wisely pointed out, 

“One of the most powerful techniques every business should use is free publicity. As the name implies, there is no cost, just the time and effort required to attract attention to your business.”

Need further guidance on creating an impactful press release or overarching PR strategy? Feel free to reach out. Together, let's turn your PR challenges into golden opportunities for measurable growth.

Best,
Dave Koshinz PCC
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]]>Fri, 06 Oct 2023 10:00:00 -0700<![CDATA[Make it Pop!]]>https://www.davekoshinz.com/blogs/post/make-it-popAdvertising is sales in print. So you need to consider how to showcase the unique benefits that your products and services offer, in a persuasive way. The emphasis must be on results, not features.]]>
There are 5 major components to good advertising copy (The order of these is essential to success):

∙ Command Attention;

∙ Showcase Benefits of Products and/or Services; 

∙ Prove the Benefits;

∙ Persuade People to Embrace the Benefits; 

∙ Call to Action. 


Advertising is sales in print. So you need to consider how to showcase the unique benefits that your products and services offer, in a persuasive way. The emphasis must be on results, not features. Let’s take a minute to reflect on each of the components:
 
1. Command Attention: This is most often accomplished with a headline. You need an attention getter that compels your audience to find out more about your products/services. The best headlines provide a vivid portrayal of the benefits or demonstrate how a problem can  be circumvented with your products and/or services. The headline is essentially the advertisement for your advertisement.

2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. Your customers need to know what’s in it for them. Make sure you include useful, factual and comprehensive information to illustrate precisely what the benefits are and how they will benefit your customer.

3. Offer Proof: This is where you prove what your advertisement is offering. You need to establish you have a method to deliver. Consider including information that establishes your credibility and past performance.

4. Persuade: Provide compelling reasons for your potential customers to purchase your products and/or services. Here you may use a hard sell approach and create scarcity. This will create illicit urgency in your potential customers who don’t want to lose out on a potential product and/or service.

5. Call to Action: The final step is to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services that you offer…something. Offer a freebie, booklet, sample, product, bonus, demo, consult, limited time price, etc. There are a myriad of ways to get potential customers excited about making a purchase with the confidence that they are getting an amazing deal. If your call to action isn't a purchase then the action you are calling them to should lead them to another step on their buyers journey.
Good advertisements include all of these components. When creating an advertisement, take the time to consider each of these components and then strategize how to best place them together to be most effective. If you need further assistance, reach out to me and learn how to put together great advertisements from some of the best in the business.
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]]>Tue, 29 Aug 2023 02:00:00 -0700<![CDATA[Telemarketing is NOT Really Your Enemy!]]>https://www.davekoshinz.com/blogs/post/Telemarketing-is-not-really-your-enemyToday I’ll focus on using direct mail marketing, and also telemarketing to your full advantage. I know you might think of “telemarketing” like a four letter word, but there is a way to utilize it so that customers feel they are getting personal attention and keep them from blocking your number!]]>

Today, I’ll focus on using direct mail marketing, and also telemarketing to your full advantage. I know you might think of “telemarketing” like a four letter word, but there is a way to utilize it so that customers feel they are getting personal attention and keep them from blocking your number!


The success realized from strategic direct mail marketing can be used as a powerful marketing tool for your success. Telemarketing is best for high priced, high margin products and/or services.


Here are proven steps for creating a highly effective direct mail marketing program:


1. List all of the benefits customers receive from the purchase of your products and services;


2. Select the single most powerful benefit from that list;


3. Build an attention-getting headline around that benefit. Remember to use emotion – fulfill the desire to be young, wealthy, desired, popular or successful;


4. Develop a sales letter using the headline you created to grab attention, provide information, and motivate customers to act;


5. Put together supplementary items such as a brochure, order form, reply envelope, or note that encourages them to read the letter;


6. Rent or purchase a mailing list;


7. Compare cost of mailing vs. cost per order;


8. Continue to test and refine your direct mail marketing plan.

 


The above shows how direct mail marketing helps you find a local or even country-wide target market to send letters or postcards to in order to draw in new clientele and customers. Fine-tuning your marketing campaign brings better results and lowers the overall cost of the campaign.


To be successful in telemarketing you need to:


∙ Put together a plan, so you know exactly what you want to accomplish during the call;


∙ Develop a list of topics to discuss and the questions you want to present with respect to these topics;


∙ Include checking to see if you are calling at a good time;


∙ Have enough questions to keep the conversation engaging, but not so many that it feels like an interrogation;


∙ Start with broad questions and narrow your focus as the conversation progresses;


∙ Offer feedback to show you are attentive and appreciate their time;


∙ Refrain from insulting a prospect’s intelligence or resorting to manipulation;


∙ Listen first, speak second;


∙ Be relaxed and engaging.


Telemarketing doesn’t have to be the bane of your existence. You can develop an honest, personal, and effective telemarketing campaign that is both engaging and informative, and will get the job done. Think of how you would want to be treated on a marketing call. Canvass your friends and family for feedback about what they hate most about telemarketing calls they receive and work hard to craft your plan in a better way. You may also ask friends what good experiences they have had with telemarketing calls, and specifically what they liked.


“When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you. You need an opening statement that captures their attention, conveys who you are, what you want and why the prospect should listen.”
- Jay Abraham


It’s easy to see how direct mail marketing and telemarketing can positively affect your business by bringing in new customers and increasing the level of awareness about your products, services and company branding. Reach out to me for the resources and tools you need to work through these processes and generate the best possible marketing plan for your business.

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]]>Tue, 29 Aug 2023 02:00:00 -0700<![CDATA[Direct Response or Bust! ]]>https://www.davekoshinz.com/blogs/post/direct-responseDirect response marketing demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding and products, and also explain the reason you do what you do.]]>
Direct response marketing demands a direct response from your potential customers.  

This type of marketing is used to answer questions, present your branding and products,  and also explain the reason you do what you do. Customers love this, as they are offered  the opportunity to respond, whether that be by signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you. 


So, what does direct response marketing look like?

Well, it comes in many forms, including: 

∙Direct mail; 

∙Print ads; 

∙Radio and TV ads; 

∙Coupons or other incentives; 

∙Social media; 

∙Telemarketing. 



Some of the advantages of direct marketing are: 

∙A great way to use free time during lulls in business; 

∙Productive way to communicate and empower you to create more relationships; 

∙Great way to up- and cross-sell to current customers; 

∙Low cost way to rustle up new business; 

∙Used as leverage to turn small sales into large sales; 

∙Supplement your current marketing program; 

∙Cost-effective way to reach target markets; 

∙Offers measurable results; 

∙Reach outside your local area for new business; 

∙Increase the effectiveness of your sales force. 


These advantages are some of the great things that can come from taking a few simple  steps and putting together a direct response marketing plan to execute on.


“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.”

- Jay Abraham 


Direct response marketing is one of the best ways to launch your business on a large  scale and reach out to everyone in your target market, whether they are in your local  area or not. Please reach out to me to assist you in putting together a great direct  response marketing plan to begin your journey to heightened success. 
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