Knowing that you have, or will have, a winning product or service does not give you time to rest. You have to grease the skids by making your potential buyers aware that you have a product that solves an important problem they have. Founded upon your in-depth understanding of your buyers, you need to structure the appropriate marketing campaigns that raise buyer awareness of the product’s or service’s value and availability. But, that’s not enough either. You will also have to make all the sales channel partners that sit between you and the buyer also know of the value and availability of the product. All this is needed to get your product or service from your facility into the hands of the buyers.

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This whitepaper is the fifth in a series entitled “Pillars of Success” by Bill Warner.

“Let’s buy some great advertising and put up a Web site. That will really tell customers about us. That should do it, right?” Another set of famous last words. Does anybody know how much was spent on advertising by the ‘’s’ from 1998 to 2002? Does anybody remember them? Better yet, did the advertising work? I’m all for advertising as a marketing tool. But, I am more committed to putting together marketing lead generation programs, targeted at the intended buyer of the product or service. This is the world of marketing and has everything to do with telling your potential customers that you have something they need and giving them a way to contact someone who will sell it to them.

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This whitepaper is the third in a series entitled “Pillars of Success” by Bill Warner.

To have a winning business, you must have a winning product or service. Well, DUH!! That’s pretty profound.  It’s a simple concept, but it’s quite hard to actually accomplish. To have a winner, your business has to have a product or service that is focused on an attractive market segment, solve a well understood customer problem, have a financially compelling value proposition, be differentiated from your competitors, be effectively distributed, have excellent quality and be supported by outstanding customer service.   That’s a mouthful, but every single aspect of a winner has to be in place in order to succeed in today’s economy, which is now populated with very selective buyers who have a broad range of choices and not much money to pay for anything.  

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This whitepaper is the second in a series entitled Pillars of Success by Bill Warner:

Sun-tzu expresses it in many ways with respect to preparing for war, when he writes “know your enemy.” Preparing to compete in business is similar in a lot of ways. One of the similarities is the need to know your competition in detail. As in war, you don’t want to enter the battlefield with the wrong weapons, deploying inappropriate tactics, with too few people, and engaging on the wrong terrain.

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This whitepaper is the first in a series entitled Pillars of Success by Bill Warner:

Whether you are starting a new company, launching a new business initiative or spinning out a company, the first and most important thing you must do is know your business. I think there are two constituencies that you have to convince, other than yourself. First, you have to know your business concisely enough so that you can quickly explain it to your mother, so that she understands it. The second is you have to comprehensively explain it to potential customers, employees, partners and sophisticated investors so that they are convinced it’s an attractive business to be associated with. If you can do this successfully, you understand your business.

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Who is your company and how do you reach them? A lot of companies seem to take the “strategy of throwing noodles on the wall to see what sticks. In this blog post, Bill Warner explores the making of a successful plan to find qualified leads.

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