Recent posts by Lonny Kocina

Why you?

Why you?

Some things in marketing are clear and some are a bit murky. For instance, the third step in the consumer buying process is clear. People measure the products they buy against competing products. It’s universal. Consumers do that whether they are buying toothpaste, a...
Missing finger

Missing finger

You can organize all the ways you tell people about your company and its products into five simple categories. The marketing term for that is the promotional mix. Think of it like a hand. The four fingers are publicity, advertising, website and social media. The thumb...
Wise up

Wise up

My marketing advice today is for CEOs and business owners. I’d like to expose two common  problems that are dumbing down your marketing, and costing you leads and sales. The first problem is that it’s highly likely your marketing team doesn’t know the language...
Marketing Poison

Marketing Poison

Making a product famous isn’t easy. It takes work. And lots of it. In my last letter, I talked about product fame being like a ladder with 1000 rungs. Each opportunity to promote your product is a rung that lifts your product, no matter how slightly, in the direction...
Climbing the ladder of product fame

Climbing the ladder of product fame

I rarely use the term brand because the meaning of the word brand has been forever watered down by people using it as a synonym for product. To me, calling your product a brand before it’s famous is like an unknown person calling themselves a celebrity. It makes you...
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