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Carmstrong: You can have Lance… I’ll take Carmine

Until recently, millions of us held a guy who wore yellow Spandex in high esteem. He beat the odds and won the Tour de France a record seven times. He rode his custom-built bicycle to championships in exotic locations all over the world. But consider Carmine Cassese, owner of Cassese’s …

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An Image. A Story. A Connection

I looked across the dance floor of the typical large Youngstown-style wedding reception. Past the cookie table that is so unique to our area. Among the men and women in suits and gowns is a young male Marine, maybe 27 or 28 years old. About the same age as one …

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Want to Sell More? Smile More

The Science of Smiling and Sales “I don’t really enjoy coming here.” said the bank customer. “What makes you feel that way?” I asked. “I don’t know,” she replied. “I guess it’s because the people never smile.” The customer I was speaking with was one of many we were interviewing …

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Zig Ziglar, Master of Marketing

I wanted to be in marketing before I even knew what the word meant. I just knew that the “right” words and images could sell products and services, change opinions and even get people to vote or make donations. I wanted to help companies find those words and images, put …

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The Importance of Mission-Driven Marketing

It’s 4:26 a.m. and my alarm goes off for the first time. I hit the snooze and doze off. It buzzes again at 4:31 and the war of voices in my head begins. “Get up and get to the gym,” says one voice. “Stay in bed,” says another. “You ate …

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The Ultimate Positioning – Being Known as “My Guy”

My wife is crazy about another man. I’d be jealous, but I’m crazy about him too. He’s my lawn guy Brian. Brian has a small landscaping and lawn maintenance company. His was the third lawn service we tried this past summer. The first two didn’t cut it (pun intended). My …

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Marketing Mysteries — The Lost Sales Pitch

Janice Prion and Tim Smith were veteran sales people from Acme Fasteners. Acme was invited to make a sales pitch to Banner Manufacturing for the opportunity to supply fasteners for a huge new product line. Banner also invited Acme’s competitor, Carlyle Fasteners, to make a pitch. Carlyle and Acme went …

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