Tag Archives: marketing

Business Plan For Action

Are You Marketing or Wasting Time and Money with Nothing to Show for It?

The reality of today’s economy has one overriding message: “If you’re not telling your story correctly and directly to your customer, you are doomed to fail.”

Marketing is not the process of describing a topic, product or list of product features. It is not about how many videos or brochures you can produce. And, marketing is not demonstrating how much you know about your product or service.

Marketing is the process of emotionally engaging a potential customer by explaining what’s in it for them. Before people will buy from you, they must believe that there will be a measurable return for their money – that they can clearly see the “value” to them of your product or service. If they don’t see value, you’re not marketing, you’re just “describing.” Defining your value in such a way that your buyer sees their solution in your product is the number one thing you must do.

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Chris Ruisi Value

It’s the Value, Stupid!

As we embark upon the New Year, it’s appropriate that everyone remembers and acknowledges that we live and work in a service economy. Our customers or clients pay us for the products we offer, but more importantly, they pay us for the service and the experience that comes with it. If your customer is pleased with your service and the experience, they will see value in their relationship with you. That will add to repeat business and referrals, which will result in the dramatic growth of any business.

Establishing a relationship based upon the value you deliver – and that your client fully understands and acknowledges – is one that augurs well for the future of your business.

I am always amazed at how many business owners, who know what their product or service Continue reading

Try Me

Try Me

Paula and I had a fun trip in March to California, where we visited with our son Andrew, his wife Gina, and our newest – and 7th – grandchild, Allison Kate Ruisi, born on 3/11/16.

On one day of our visit we took a trip to the Kids-R-Us section of Toys-R-Us to pick up some baby supplies.

While Paula and Gina searched for supplies, I roamed the aisles and eventually gave in to one of my deepest addictions: I cannot resist pushing the “try me” button that toy manufactures include on their packaging to engage prospects and “lure” them into buying. Continue reading

Chris Ruisi

It’s All About Your Marketing Message

An important part of successful entrepreneurship is crafting your marketing message—also known as your value proposition message.

It’s a universal truth that it doesn’t matter how much you know about what you do; it only matters how much other people know about what you do. As a result, the point of your marketing message is to educate as many people as possible about the value of what you do and how it addresses their needs and solves their problems. The right message will make your phone ring off the hook. It’ll make your door swing open repeatedly as people reach out to you and seek you out.

You shouldn’t have to sell your services; people should be compelled to buy from you. A good marketing message helps you accomplish that by attracting more potential “buyers” to your business.

More on Building Your Marketing Message…

Your One-Page Marketing Plan

Entrepreneurial Success Program

Is Too Much Self-Confidence Really Bragging? You Decide.

Self-confidence breeds success. Bragging is a short trip to nowhere.

Over the last few weeks, I have written two wake-up calls about the importance of your marketing efforts. Today I want to talk to you about how your level of self-confidence plays into all of this. Why? Well, if you are not confident in your abilities to “deliver” your marketing message, you will fall short of your goals. When I talk to people about this, some folks tell me that they don’t want to appear as if they are “bragging”. That’s just an excuse. In fact, it’s a poor one at best!

Chris Ruisi Quote for Leaders on self-confidenceAlan Weiss, a premier consultant of Summit Consulting – and whom I follow – said, “No one can hear you, if you’re not speaking out.” So, let’s see how we can bury this notion that self-confidence can be confused with bragging.

Let’s start with some of the “basics” as to what constitutes self-confidence.

You have self-confidence when you…

  1. Have clarity about what you do and a vision of where you are going.
  2. Believe completely in what you do and the value you offer to others; see others’ needs as a priority and demonstrate that by your actions!
  3. Have the courage to take the right risks and see mistakes as a learning opportunity.
  4. Willingly admit to what you don’t know and take steps to expand your knowledge.
  5. Are comfortable in your own “skin” and look for every opportunity to challenge yourself to Step Up and Play Big.

On the flip side, you are guilty of bragging when you…

  1. Have no clarity and are driven by scattered thoughts and activities to attract attention to yourself.
  2. See no conversation that can’t be interrupted for you to try to direct it to your interests.
  3. Use “me” or “I” with no regard to the needs or interests of others.
  4. Cannot factually back up your claims or statements; your answer to questions is usually “that’s not really important”. You stretch the truth or facts to support you claims.
  5. Are seen as shallow and lack the knowledge needed to develop the right solutions.

As you can see, there are some significant differences between a healthy dose of self-confidence and bragging. The bottom line is that for you to be successful in anything you undertake – including marketing – you must be confident in your ability to handle the task at hand and have no hesitation whatsoever in letting others know about it by your actions and not just your words.

Bragging on the other hand starts out with “perceived” sizzle but fizzles out fast as others see it as “old news” and move on leaving the bragger at the end of their short trip to nowhere. Think about it: how do you want to be seen? You decide on the path that works best for you.

Take a minute and tell me how you deal with the person who brags.

5 Great Ways to Run You and Your Business into the Ground

Leadership – Being a Master of Your Circumstances as Opposed to a Victim of Them

Here are five of the top ways business owners and even business leaders and executives can run themselves and their businesses into the ground. And, if they are guilty of any of these five habits, more than likely they will be unable to retain good employees they have working for them – an accelerant for burning the business to the ground.


As you read this list, be honest with yourself. If you are guilty of having any or all of these five traits, then stop what you are doing as soon as you can! You are making yourself a victim of your circumstances as opposed to being the master of them.

Here we go:

Don’t plan each day. – This is the #1 cause of wasted time, money and energy. Now why should you plan each day? It’s more fun to live on the edge and operate in a defensive and reactive mode. You know who you are. You’ve convinced yourself that you can handle any crisis that comes your way. Let me let you in on a little secret – your lack of planning makes you the likely cause of the crisis! Want to know what you should do? You need to develop your business planning skills and learn to set and work with business goals. Watch my rant entitled “Show me a man (or a woman) who excels at putting out fires…” I’m talking about you in this rant. Having a daily plan, or even one for the week, gives you an edge. It gives you more control of your destiny. And, if a distraction pops up, your plan gives you the new starting point after you have eliminated the distraction. Plus developing and following a plan is a key leadership trait.

Don’t train anyone else to do the tasks that you should NOT be performing. – Here’s what you’re thinking – “Come on Chris, get real! I am great at announcing “it will be easier if I do it myself”. Well, that may be the only thing you are good at. You’re not good at planning, delegation or developing your employees. Want to know what you should do? For starters, let me suggest that every time you feel the need to “do it yourself”, ask yourself if that would be the best use of your time? Ask also what would be a better use of this time (Hint – grow your business; look for new customers, etc)? If you have the time, I would urge you to read “The One Minute Manager Meets the Monkey” by Ken Blanchard. There is a very important message in this book for you. Stop doing others peoples work… for them, especially if you are also paying them.

Don’t have any clue as to the description of your ideal client”. – Admit it; you really enjoy working with those customers who suck every bit of life and energy out of you. Plus, they probably want a discount on every sale and (here’s the best) they pay you very very slowly. At night, you pray that the earth would open up and swallow them. If you don’t have a description of your ideal client, how will you know where to look for them? If you don’t know where to find them, then you are probably wasting valuable marketing dollars and time. Want to know what you should do? Ideal clients will inspire you, make you feel confident, pay you what you’re worth, praise you, and refer other clients to you without being asked. One way of defining your ideal client is to look at past and present clients. Which of these clients did you enjoy working with the most? Pull those client files and list their common characteristics. Stop being a client victim!

Don’t deal with your poor performing employees. – It’s easier to ignore them and ask your better employees to pick up the slack. Forget about the feelings of the better employees who are carrying their own weight plus the weight of the dead beat! Some of you, to avoid dealing with them, will give them a lousy raise so they will quit (I never understand why you give them a raise anyway). But, you do and they don’t quit do they? Why should they? They are doing the least amount of work and still getting paid! Want to know what you should do? Start learning the meaning of – performance appraisal tools; setting performance expectations; holding people accountable to meet your expectations and, following through with your team on the consequences of good performance as well less than acceptable performance

Don’t tackle the tasks you must do on a timely basis. – Be bold. Let the work pile up. It’s more of a challenge to be a “super-procrastinator”. Why? So you can complain about how busy you are and have all these things to do. This approach is especially damaging when you put off working on big projects that require several steps to complete. Your response –

“Hi honey, have dinner with the kids and kiss them goodnight for me. Don’t wait up for me either. Have to burn the midnight oil tonight to get a big project done that is due tomorrow. Boy, I just don’t know where the time goes. I’ll probably have a burger at my desk and wash it down with some Red Bull”.

Want to know what you should do? Learn to break these big projects into smaller pieces. Tackle each smaller piece one at a time. Eat That Frog by Brian Tracy is an excellent source on how to stop procrastinating. Go buy it – Now. You will be happy that you did. Next develop and strengthen your self discipline skills. The best definition of self discipline that I have seen goes as follows – “do what you are supposed to do; when you are supposed to do it, even though you don’t feel like doing it.

All of these examples, if you do nothing about them, will run you and your business into the ground – literally. You can always fix a business or start a new one. There is only one of you. Want to know what you should do? Stop the madness. You can if you want to. The next step is to contact me so that we can transform the chaos in your business and your life into something that has value and you enjoy (yup have fun) making it grow.