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Marketing Articles

Many of these articles are based on the marketing strategies and techniques described in the national bestseller, "Secrets of Power Marketing: Promote Brand You". However since the book first published in 1999, George Torok has learned alot more about marketing.

These marketing articles include a variety of markets, goals and methods. The topics apply to corporate marketing, small business marketing, professional service marketing, association marketing and personal marketing.

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Contact George Torok at 905-335-1997 to arrange:

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     Media interview about marketing strategies and techniques How to Kick Start Your Writing To Boost Your Personal Brand
  1. Published December 10, 2012Hand Written Notes – the Original Social Media (401 words)
    It’s impossible to ignore the Social Media crusade. Perhaps you received business through Social Media contacts and activity. I admit that I’ve made interesting new contacts, renewed old friendships and generated business through social media. However, I’ve received a lot more business and recognition from sending hand written notes.

  2. Boost Your Personal Brand by Leveraging Your Association Membership (771 words)
    When you are a member of an association – that speaks about you. The credibility of the association, the ethics, the leaders and the positioning of the association speak about your personal values. But, only if you broadcast your membership to the marketplace. Don’t be shy. If you have reason to be proud of your association, then brag about that association. List your membership on your Linkedin profile. Put “member of” in your email signature and display the membership plaque on your office wall. Brag about who you associate with.

  3. How to Kick Start Your Writing To Boost Your Personal Brand (704 words)
    One of the best ways to become known as the expert is to write. You could write to or for newsletters (association, corporate, community), newspapers (community, business, trade, weekly, daily), or magazines (general, trade, association, business). Use these tips to get started faster.

  4. How do you compete? (523 words)
    Change your name to shift perceptions. In 1999, the area on the east coast of the Yucatan Peninsula just south of Cancun changed the name from the “The Cancun – Tulum Corridor” to “Riviera Maya” or “The Mayan Riviera”. That was a smart move. That was simple, bold and effective Strategic Re-Positioning. That name change was smart for three reasons.

  5. Viral Marketing (598 words)
    Viral Marketing is so powerful because it is like a train building up speed. Once it is moving you can’t stop it without derailing the train. It takes a lot of steam to get the train moving. And it is difficult to stop. The train will almost always follow the tracks. You never really know for sure where your viral marketing campaign might lead.

  6. Montfort Grill House Coupon Flop: Restaurant Review (826 words)
    We presented the coupon before we ordered just to be sure that there were no surprises. The waitress baulked at the coupon. I asked for the manager. Then the owner showed up and said, “Can I help you?” Curious that he didn’t smile, greet us, give his name or indentify himself. Just that play dumb line, “Can I help you?” I asked if he was the manager and he answered that he was the owner. He didn’t sound happy about it.

  7. Who’s knocking at my door and what is he selling? (630 words)
    It happened again: a knock at my front door.

    I answered the front door - which was an interruption. It always is. Why don’t door knockers understand that they are interrupting? I was not waiting for the visit.

    As a marketer I am always interested in what salespeople are doing and saying. But I don’t have much patience. And I can be more edgy than some. Yet I have some empathy because I knocked on a lot of doors as a sales person, fund raiser and political campaigner.

  8. Branding Secret: Controversy Sells (647 words)
    Do want a powerful branding strategy? Take a controversial position. Offend someone and attract your target market. But you have to pick your position and enemies carefully. Don’t offend your fans or best customers.

  9. Your Database: Your Most Valuable Asset! (1158 words)
    Your most valuable asset is not the money in your bank account. Your most valuable asset is what you know about your customers - because that will lead to more money in the bank. Money in the bank is good. But it’s more important to consistently generate more. Money in your bank reflects what you did yesterday. Knowledge about your customers determines what you will do today and tomorrow.

  10. Five Rules to Building Your Successful Marketing System (598 words)
    As a marketing expert I am often asked, “What is the most important element in a successful marketing program?” My answer is, “Follow a good marketing system.” If you want to make money like the Las Vegas casinos apply these five rules in your marketing systems.

  11. Marketing Definitions in the Raw (692 words)
    Marketing has become a cult. It is rife with mysterious terms, magic powder and self-anointed gurus. Use this list of definitions to better understand the terminology and refute some of the ridiculous statements of the high priests. Warning: some of these definitions might offend some people. The opinions expressed are those of the author.

  12. Marketing - Art or Science? (570 words)
    Is marketing an art or a science? The answer is yes. Marketing is both – an art and a science. Enjoy this point and counter point about the art and science of marketing. Use the strengths of both arguments to better understand and improve your marketing.

  13. 8 Marketing Truths that Make You More Profitable (604 words)
    Read this article and study each of these marketing truths to increase your profits and reduce your losses. Think about how you will apply these marketing lessons to improve the profitability of your business.

  14. 5 Emotional Marketing Triggers that Determine Why We Buy (1016 words)
    When you understand the marketing triggers that make people buy then you can sell more. And you can find more eager customers. Our emotions trigger us to buy. Don’t make the mistake thinking that people buy what they need. People buy what they want. Needs are driven by logic while wants are driven by emotions.

  15. Guerilla Marketing is Not for the Timid (873 words)
    Do you want to be a guerilla marketer? Do you have the temperament to be a guerilla marketer? Are you ready for battle?

    Jay Conrad Levinson popularized the term with his 1984 book, “Guerilla Marketing”. He describes it as unconventional marketing. Some industry experts even questioned the ethics of this new form of marketing. Considering that this book was published more than 20 years ago can we really consider Jay Conrad’s Guerilla Marketing new and unconventional today?

    And more importantly should you consider using guerilla marketing tactics in your business today? Maybe – if you have the mind and heart for it.

  16. 3 Marketing Mistakes That Sink Business in a Recession (598 words)
    A recession does not mean the end of your business unless you navigate those rough waters blindly. Here are three savage rocks that can sink your business ship unless you avoid them while navigating the dangerous waters of a tough market. You might get wet but no need to capsize.

  17. Branding: Death Cigarettes (476 words)
    How can you create a powerful brand? Follow the advice of UK entrepreneur BJ Cunningham. This is so good. Follow these three rules.

  18. Seven Marketing Myths that Devastate Business (693 words)
    What marketing myths have you “learned” or are you being fed? Marketing has its own dogma - outdated beliefs and mumble jumble all intended to protect self-declared marketing mandarins. Marketing should be helping you get your key messages out - so you can grow, sell more and win more business.

    What should marketing do for you? Help you sell more. Period! Don’t get fooled by the self anointed marketing gurus who try to sell you blood letting marketing mythology.

  19. Sponsorship is a friendly way of marketing. It’s friendlier than advertising. (870 words)
    Sponsoring is perceived as a good thing. When you sponsor an event, community group or cause that your prospects like – they are more likely to like you. And they are more likely to trust those that they like. Trust makes it easier for prospects to buy from you. You don’t need to say a thing about yourself. By sponsoring you are indirectly saying that you support the cause. “What should you sponsor?” and “How do you know if you are getting a good return on your sponsorship?”

  20. Is Your Night Light On? (380 words)
    I woke up in the middle of the night - which is not so unusual. But this time I noticed that the hallway looked extremely bright.

    I immediately wondered, “Why is the kitchen light on?” When I finally roused myself from the stupor of sleep, I walked to the kitchen to discover that the kitchen light was off. Further exploration and awakening discovered that all that shining light emanated from the tiny 1.5 volt night light in the bathroom which I had passed on my walk to the kitchen.

  21. Marketing Disaster in the Details: Sears Catalogue Case (670 words)
    Marketing can make or break your business. Marketing is about sending messages. Marketing is everyone’s responsibility because each staff member sends messages about your business. Often your unintended messages have a greater impact then your intended messages.

  22. How to make sponsorship work for you (858 words)
    Sponsoring is a friendly way of marketing. It’s much friendlier than advertising. When prospects are on the receiving end of your advertising they know that you are trying to sell them something. So naturally their guard goes up. They prepare to deflect your advertising assault. And they are looking for the fine print. They are searching for the lie in your claims. Mass market advertising can be the least effective form of marketing and it’s very expensive. Sponsorship can be very effective when you make your choices based on these five criteria.

  23. Marketing Benefits vs. Features: Will it make me late for dinner? (563 words)
    Stop telling your customers about horsepower (feature) when they are concerned about missing dinner (benefit). One of the biggest marketing mistakes is to talk about features like horsepower when your customers only care about benefits like getting home for dinner. What are you marketing - Benefits or Features?

  24. The Van Gogh Syndrome can kill your business (583 words)
    Vincent Van Gogh was an artistic genius. His work is an inspiration to artists and coveted by art fanciers. He was a superb artist. He challenged the norms and created powerful art. Van Gogh was unique. He was a master of his craft. He was a prolific artist. Today many of his paintings sell for millions of dollars. But he was a business failure...

  25. Build your network faster with smarter questions (642 words)
    Networking can be a waste of time or it can be very profitable for you. What determines the difference? You – and how you approach the science of networking. To build a more profitable network you need to understand and master the power of questioning. Networking without good questioning is doomed to failure.

  26. 20 Power Marketing Tips (242 words)
    Checklist of 20 hard-hitting marketing tips

  27. Advantage: Small Business (1931 words)
    An insightful look at the personal marketing advantages of small business.

  28. Build Relationships (454 words)
    Personal marketing makes it easier to sell, by building relationships nurtured on awareness, value and trust. Make your relationships more fruitful by making them personal.

  29. Build Relationships (581 words)
    Personal marketing makes it easier to sell, by building relationships nurtured on awareness, value and trust. Make your relationships more fruitful by making them personal.

  30. Build Relationships (754 words)
    Personal marketing makes it easier to sell, by building relationships nurtured on awareness, value and trust. Make your relationships more fruitful by making them personal.

  31. Build Credibility, Value and Trust on a Shoestring (972 words)
    Marketing is taming and grooming the beast. Marketing is everything that makes it easier to sell. Marketing is about sending messages – and everything you do or don’t do sends a message. You are responsible for these messages because they impact the perception of your credibility, value and trust...

  32. Did You Market Yourself Today? (448 words)
    What you know and can do is not necessarily how others see you. What they perceive is a combination of their beliefs and your intended and unintended messages. You must be aware of all these messages and manage the perceptions. Use creative ways of sending your message. Here are some simple tips you can use.

  33. Get Your Name and Message in the Media (873 words)
    Follow this five step proven process to get your name and message in the media.

  34. How to Write Your News Release (1020 words)
    Follow this step-by-step process to write and expose your news. Media marketing is powerful.

  35. Get More Impact from Your Annual Conference (864 words)
    How can you get more attention for your conference and your association? Use some of these Power Marketing™ tips and ideas. It won’t cost much. It just takes a creative approach. The payoff can be huge.

  36. Keeping Your Business Alive (361 words)
    As long as you eat and breathe you will stay alive. But is that really living? In a crisis that may be enough. If your business is in crisis - deal with it. But the secret to keeping your business alive is growth.

  37. Keeping Your Business Alive (950 words)
    As long as you eat and breathe you will stay alive. But is that really living? In a crisis that may be enough. If your business is in crisis - deal with it. But the secret to keeping your business alive is growth.

  38. Market Your Association (511 words)
    Marketing your association is everyone’s responsibility - members and staff. You might only have a few staff but many members. Where is the opportunity? The greatest marketing resource is the members. Show them how; give them a hug and a kick.

  39. Market Your Association (295 words)
    Punchy Tips list version of the above article, Marketing your association.

  40. Marketing is a Long Term Investment (974 words)
    Two key points here. Advertising is only one narrow form of marketing. Marketing is about sending messages. You send messages in a plethora of avenues; advertising, customer service, by association, quality, public relations, sponsorship, awards, etc… And the second point; marketing is a long-term investment.

  41. Mentors (321 words)
    A mentor can help you cut years off your growth curve. They are more experienced in the business and willing to give you some of their time, advice and support.

  42. Mentors (307 words)
    Find a mentor. Mentors can help you cut years off your career growth curve. A mentor is someone more experienced in the business who is willing to give you some of their time, advice and support. Mentors never do this for money. They see some potential.

  43. Mentors and Protégées (537 words)
    Find a mentor. Mentors can help you cut years off your growth curve. They can save you from making mistakes they made or seen others make. You are then free to learn from new mistakes. Working with a mentor can be a powerful marketing strategy.

  44. Secrets of Power Marketing (1353 words)
    "Secrets of Power Marketing" is a refreshing guide for individuals who have already discovered the fallacy of the better mousetrap. Secrets of Power Marketing is a personal guide for individuals to market themselves and their business. This book is for entrepreneurs as well as intraprenuers.

  45. Systems for Success (969 words)
    What does it take to succeed? How many times have you asked that question of yourself and others? You may have heard many different answers. I have found one thing that successful people have in common. They use systems.To be successful at marketing it is critical to follow marketing systems.

  46. Market Yourself as the Expert (296 words)
    As a small business how do you compete with the big guys and their big budget advertising campaign? Use these tips to market yourself as the expert in your field.

  47. The Value of Recognition: Association Awards (311 words)
    "Plaques on the wall don’t translate into profits on the bottom line."
    Very few things in business translate directly to the bottom line. However, plaques on the wall can pay off in a few indirect ways - all of them positive and we need more of that. Why should business nominate, accept and in general participate in the annual association or community awards program?

  48. Creating, Recognizing & Measuring Value (1251 words)
    Deliver value that your customers recognize, appreciate and reward. If you want your customers to value what you offer - you must demonstrate that you value them and their money, risk, time, staff, business, and needs. Don’t confuse value with cost.

  49. Creating, Recognizing & Measuring Value (773 words)
    Deliver value that your customers recognize, appreciate and reward. If you want your customers to value what you offer - you must demonstrate that you value them.

  50. Get Your Free Media Exposure (772 words)
    Send out a News Release. You too should be receiving ‘free’ media coverage for the things you do. Your prospects are likely to read ‘news’ about you even if they are not buying at this time.

  51. Writing a News Release (988 words)
    Step by step – how to write your news release for maximum impact. Use the power of the media for your marketing.

  52. You Cannot Not Market (299 words)
    Everything you do - or don’t do sends a message and marketing is about sending messages. You can market well or you can market poorly, but you cannot - not market!

  53. How can You Build More Profitable Relationships? (250 words)
    Build better relationships with these seven simple techniques. Marketing does not need to be diffucult or expensive.




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http://www.powermarketing.ca/marketing_articles.php

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Marketing articles by George Torok were published in

Marketing Wizard, George Torok, cover story

Marketing article by George Torok for the Journal

marketing expert, George Torok, featured in Speaking of Impact

Marketing article for the Trade journal

marketing article for Canadian Manager

marketing article by George Torok for The Trade Street

marketing expert, George Torok, featured in Biz

marketing expert, George Torok, featured in Review Business Magazine

marketing expert, George Torok, featured in Review Business Magazine


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