Bootstrap Marketing by Jack G Hardy

Bootstrap Marketing Columns

Jack G Hardy
writes about Bootstrap Marketing:
A great source of marketing know-how, ideas and tips!
Published every other Monday in the Miami-Herald,
South Florida's leading daily newspaper.

Please note: Click on each column's title to see the full column content

13 Oct 2008    Are these trying times? Or really a great opportunity

“These are trying times! We’re in an economic slowdown.” If your proverbial glass is now less than half full, you’ve got to be worried about failure. Listen to the experts. They cite five reasons for small business failure: poor management, wearing too many hats, lack of working capital, cash flow problems and rapid growth. But they also have 3 great reasons for you to be thinking positively...

29 Sep 2008    Carefully Crafted Keywords Attract Website Traffic

Q: Jack, can you help me understand keywords for my website? How are they prepared and used?
A: Most everyone knows and uses Google - or other Internet search engines - as part of our daily routines. During January 2008 Google fulfilled more than 5.8 trillion searches. Their share of search market queries is estimated at more than 70%.
    Google provides an effective advertising tool called AdWords™. Click on title for more...

29 Sep 2008    How can I attract traffic? I’m not selling anything!

Q: “Recently I started a website (ChildTravelTips.com) containing information on helping parents travel with their children. I do not sell anything but would love to have more traffic to my website. Any suggestions?”
A: Visiting your website, I found both the website structure and content difficult to understand. Click above

1 Sep 2008    Labor Day: Honors go to America’s Small Business!

Today – Labor Day - is a special day set aside by Congress in 1894. Its purpose? Give recognition and value to the contributions workers make to the strength, prosperity, and well being of our country. Yet most us celebrate today as the symbolic end of summer.
Honors go to every Small Business worker! It’s America’s Small Business that plays a major role, fueling the country’s economic engine. Count on about 55 percent of all jobs in the private sector, two of every three net new jobs since the early 1970s. Click on title above for the rest of the story

18 Aug 2008    Your marketing master key is an email address!

A few days ago I was invited to a seminar, The New eMarketing Essentials, presented by ExactTarget.com at the downtown Hyatt Regency. VP Joel Books, in his opening comments, described the exploding communications time line. 1990: Four primary media; TV, Radio, Print and Display plus Direct Mail and Telephone. Today, 2008, there are some 32 alternatives!
That’s amazing! So, let’s put Joel’s time line in historical perspective.

4 Aug 2008    Who’s winning? eCommerce or Bricks & Mortar?

    Q: I’ve been told that Internet retailers are growing faster than traditional “bricks and mortar” stores. Is this true?
    A: Yes, it’s true! According to the U.S. Commerce Department, “Total retail sales (excluding petroleum, autos and restaurants) grew 3.7% last year. Retail stores grew 3.1% (one-quarter of a percent after inflation). For eCommerce growth - Click title

21 Jul 2008    You can’t win with disengaged employees!

Most times we look for increased productivity from better automation, better work and management processes or more skilled people. But effective employee engagement may hold the greatest potential for improvement...(read on)

7 Jul 2008    Three words can help you evaluate advertising content

Q: “Jack, how I can learn to evaluate advertising’s creative content.”
A: First, a quick summary. We want to think about how to send the right selling message using the right media channel to reach the right customer group.
    This statement generates several other questions...(read on)

23 Jun 2008    Engagement – A powerful new marketing tool

    Q: “Jack, please help me understand ‘engagement marketing’ - I’ve been told it’s a great opportunity for small business.”
    A: You’re right on! The Internet has proven itself a force to be reckoned with! It has changed consumer habits and caused a communications revolution, worldwide. (read on)

9 Jun 2008    Resolve a problem? That creates real sales value!

    Q: “Jack, I think I’m spinning my wheels! My sales presentation talks about what our product does. But I’m not getting much traction! Any suggestions?”
    A: Do you agree? For every prospect there has to be a problem you can resolve. If not, you’re spinning your wheels. (read on)

28 May 2008    If you can accept losing, you can’t win!

   Vince Lombardi, one of the most successful NFL football coaches of all time, looked at losing this way: “If you can accept losing, you can't win.”
   I heard her say, “I guess you just win some; lose some! Winning an assignment is more difficult now than ever.” So I asked, “How are you going to profit from losing?” She shrugged. So I made a few suggestions...(read on)

12 May 2008    What’s a secret? Something you tell to one person at a time!

“Hispanics cultivate the most extensive personal and professional networks both online and offline among those studied, attesting to the potential effectiveness of grassroots and viral campaigns.” reported Theresa Rice, Director, US Hispanic for Burson-Marsteller, global public relations and communications firm.(read on)


28 Apr 2008    How do you predict cash flow for a brand new product?

   Q: “I have a product that's in the patenting process. I know my potential market and have a very good idea how to reach them. I believe the product to be useful and that it will sell. But how can I get a realistic idea of the sales rate without any history? Advice would be appreciated.”
    A: (Click above and read more

14 Apr 2008    Do you believe: Customer Satisfaction boosts Sales & Profits!

In previous columns I’ve recommended, “Stop, Look and Listen” to your customers. Anecdotal evidence abounds! Most agree: Yes, it would be nice if our customers were pleased with our service. Do you accept that customer satisfaction can be measured effectively? That positive customer satisfaction really generates growth and profitability? If your unequivocal answer is “Yes!” – (please read on)


31 Mar 2008    Go! Or No Go? Answer the Question!

Many readers know they can “Ask Jack and I’ll answer.” This question’s challenge focuses upon one decision: Go? Or No Go? My answer? There’s never a bad time to launch a new product. But take care. It’s not so much a question of timing as it is preparation...(read on)

17 Mar 2008    Here's a statement you can take to the Bank!

Here’s a statement you can take to the bank! Powerful marketing builds confidence and invites a purchase. So what is marketing creativity? Creativity in marketing has but one purpose: generate continuing profitable sales. So please read on...

Perhaps you already know me:

As a Miami-Herald columnist: My Bootstrap Marketing in Miami-Herald’s Business Monday has attracted a wide audience within Miami-Dade and Broward business communities. My column is now approaching its third year. Click to visit the Miami Herald, Business Monday

As a business author: My successful business book, The Core Value Proposition provides a new starting point for innovative business thinking and a powerful anchor for business planning.

For my unique mini e-book Sage-Reports: I select topics within the scope of managing money, people, operations, sales and marketing. Sage-Reports are available exclusively at this website in mini e-book PDF format.

Or my Bootstrap Newsletter: You receive a new and unique, common sense source of important – "use-it-now" – management information.

Trusted Email Marketing