Author Archives: Dave Berkus

How to reach beyond the prospect’s gatekeeper

What’s a gatekeeper? Looking for an entrance into a VC, an angel group, a bank, a CxO for a sales opportunity, or any other entity?  There are always gate keepers whose job it is to filter out the inconsequential or … Continue reading

Posted in Depending upon others, Growth!, Ignition! Starting up | Leave a comment

How to “reel them in” to a trade show booth

We seem to be back to 2019 in the trade show world.  Shows that shuttered during COVID have reopened, even if traffic and attendance seems smaller so far, but rising. So, let’s spend a cycle on trade shows for the … Continue reading

Posted in Finding your ideal niche, Positioning | 2 Comments

Are you really ready to examine your email open rates?

No–one needs to tell you that mobile readers now outnumber desktop readers for your message.  A recent Experian marketing survey revealed that 52% of all email opens are from mobile devices, and that 38% of all clicks are from mobile … Continue reading

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Let’s not confuse big data with knowledge!

There’s a famous intersection in Tokyo, Shibuya Crossing, where thousands of people cross each day, seemingly in random directions. Here’s the test: try to follow one person in his or her journey. That would be like picking a piece of … Continue reading

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Mailing lists, email marketing, errors, oh my!

Using old email lists for the first time is like eating really stale doughnuts.  The taste is pretty bad, and the side effects could be disastrous. Strict rules about spam accounts Email companies like Constant Contact, Mail Chimp and many … Continue reading

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Here are tricks to find yourself on social media.

Finding your needle in the haystack There is so much information being shot at us daily via social media streams that we should monitor and control that which pertains to our business – and do so with some level of … Continue reading

Posted in General, Positioning | 1 Comment

How powerful has new media advertising become?

We think of media advertising as either paid or free – placed by paying a fee or by a PR firm or by you at no placement cost, especially when you provide editorial content beneficial to the publisher. But now … Continue reading

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Question: Do you know three types of advertising?

If we never advertised, we’d never sell anything.  Right? Perhaps right, but there are three major types of advertising, some requiring large outlays of cash, some not. The types of advertising First, you can advertise your brand so that people … Continue reading

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Sometimes your gut is the best you’ve got.

How I didn’t follow my own advice Years ago, I led a deal and invested in a company that looked like it had lots of promise to disrupt the women’s clothing industry with special algorithms and an online store.  But … Continue reading

Posted in Depending upon others, Raising money | Leave a comment

Go ahead. Revert to “old school” marketing. If you dare…

“Broadcast the message and they will come!”  “Segment my broadcast and I will have better response.”  Both of these time–honored methods of reaching our customers have worked for as long as there was print and radio–TV to get the message … Continue reading

Posted in Positioning | 5 Comments