The Marketing Advantage

Connecting You with Your Customers

Charlotte’s Home Is Almost Complete!

Posted by advantagemarketing on October 29, 2015

Charlotte 11In May I shared the story of Charlotte Downey, a multiply handicapped 11-year-old girl who was in desperate need of a better functioning, safer house. Working with Heartworks, an acts of kindness group, my friends at Coppola Brothers Construction stepped in to see how they could help make this dream a reality for Charlotte and her family.

They saw that the family really needed many things: a functioning kitchen, a handicapped accessible bathroom, and a living space that could accommodate all of Charlotte’s medical equipment just to name a few. They hoped to provide the family with an all-around better functioning and more comfortable home.

Five months later, the renovation is almost finished! The home is 99% complete, thanks to a Heartworks fundraising campaign and the Coppola Brothers team who worked with tradespeople and vendors to raise in-kind gifts of more than $100,000.

A final $14,000 will make this renovation complete. They are so very close to reaching their goal! Please spread the word to anyone or any company who can help carry this project across the finish line.   

View pictures and videos of this amazing project here and here.

IMG_20150603_201940296_HDROnline donations can be made at
Checks can be made out to *”The Downey Building Fund” and mailed to: 80 Morristown Rd. PMB 222 Bernardsville, NJ 07924
Heartworks also accepts donation for their Children’s Fund, which has made a sizeable donation for this project. Please see for their information.


Posted in nonprofits | Tagged: , , | Leave a Comment »

Don’t Miss out on Our Women to Women Networking Event!

Posted by advantagemarketing on October 27, 2015

women-networkingJoin me and other entrepreneurial women on Wednesday, October 28 from 6-8 at The Westwood in Garwood, NJ. This event is sponsored by the Greater Westfield Area Chamber of Commerce and is open to the public. It’s a great opportunity for networking, networking and more networking!

I will be doing a short discussion on “Clear and Simple Elevator Speeches Hook Prospects.” In addition, enjoy cocktails (cash bar), hors d’oeuvres, food stations and more. Stop by the Advantage Marketing table and enter for a chance to win my book, RESULTS! Impactful Solutions to Drive Business. The book is also available for sale at a special event price.

Purchase tickets for the event online:

$20 GWACC Members/$30 Non-Members

Posted in Networking | Tagged: , | Leave a Comment »

Join Me at the GWACC Small Business Expo

Posted by advantagemarketing on September 11, 2015

GWACCIf it’s Fall, it’s time to start networking!

Join me at the Greater Westfield Area Chamber of Commerce Small Business Fall Expo at The Westwood in Garwood on Wednesday, September 16th from 6-9 pm. This event is open to the public and will be a great time for learning about valuable resources in the area and for networking.

Stop by the Advantage Marketing table for freebies, to enter to win my book RESULTS! Impactful Solutions to Drive Business plus a copy of the Advantage Marketing guide, “Turn Your Practice into a Client Magnet.” These resources are designed to help entrepreneurs and small business owners gain the information they need to have a successful business and see RESULTS! They will also be available to purchase.

If you are a small business owner looking to grow your business, you won’t want to miss this event. There will be hors d’oeuvres, a buffet dinner, wine, beer, and plenty of opportunities for networking. One lucky event attendee will even win 2 tickets to a Mets game! Purchase tickets for the event online: advance purchase $15 or $20 at the door.

Posted in Business, Networking, small business | Tagged: , , , | Leave a Comment »

7 Easy LinkedIn Profile Updates

Posted by advantagemarketing on August 11, 2015

Update your LinkedIn profile

Update your LinkedIn profile with these quick fixes

We all know that LinkedIn is a great way to build your professional brand and connect with others. You probably already have added your work experience to your profile and gotten your recommendations – if for no other reason then LinkedIn routinely nags you about these items.

But if you haven’t updated your profile in a while, you may not be presenting yourself in the best possible way. These seven quick fixes can refresh your profile, make you easier to connect with, and boost your position in search rankings, without a great deal of time or drudgery. (To make these changes, be sure you are in LinkedIn’s Edit Profile screen for your profile.)

1. Show your creds right up top. Include your credentials next to your name (e.g., CPA, MBA, etc.)

2.  Update your photo – SMILE!!!

3. Use your 120 headline characters more effectively. Include your title, company, and keywords. Some examples:

Senior Tax Manager, ABC Accounting, LLC | Tax Planning| Audits | Tax Compliance | Real Estate Taxes | Tax Research
Staff Accountant, ABC Accounting, LLC | GAAP | Financial Reporting | Account Reconciliation | Accruals | Bookkeeping

4. Create a custom URL for your Public Profile. This is easier to read and remember than the default URL LinkedIn sets up for you. For example: Get step-by-step instructions on customizing your Public Profile URL.

5. Make it easy for others to get in contact with you by adding to your contact information. Be sure you have:

Included your company address, phone and website, and a Twitter name, if you use Twitter too.
Included your email – which will be visible only to your connections.

6. Add or edit your Profile Summary to highlight your accomplishments. You will want to:

Summarize your work experience – use keywords and focus on the results you’ve achieved.
Add a short summary of the company you’re working for and the solutions it provides to clients.

7. Showcase your work in your Profile Summary or Experience sections. Add an article, video, or slide presentation that highlight your excellent, valuable work.

Let these quick fixes inspire you to build an even stronger LinkedIn profile by adding volunteer activities, honors and awards, and more!

Posted in B2B marketing, brand building, Business, career, LinkedIn, Marketing, personal branding, small business, Social media marketing, Traditional marketing | Tagged: , , , | Leave a Comment »

Better Marketing: 13 Quotes to Inspire Your Thinking

Posted by advantagemarketing on July 24, 2015

marketing quotes to inspire

Let these 13 quotes inspire you to update and improve your marketing program.

Summer’s slower days are a good time to get inspired to revise and refocus your company’s marketing. Here are a baker’s dozen of quotes to help get your creative marketing juices flowing – even as you’re sipping mai tai’s on the beach.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. – Peter Drucker

Word of mouth is the most valuable form of marketing, but you can’t buy it. You can only deliver it. And you have to really deliver.  – G-Eazy

Marketing is too important to be left to the marketing department. – David Packard

Money coming in says I’ve made the right marketing decisions.  – Adam Osborne

There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing. – Julianne Moore

I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. – David Ogilvy

When I meet with the founders of a new company, my advice is almost always, ‘Do fewer things.’ It’s true of partnerships, marketing opportunities, anything that’s taking up your time. The vast majority of things are distractions, and very few really matter to your success. – Evan Williams

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling. – Simon Mainwaring

In marketing I’ve seen only one strategy that can’t miss – and that is to market to your best customers first, your best prospects second and the rest of the world last. – John Romero

Permission marketing turns strangers into friends and friends into loyal customers. It’s not just about entertainment – it’s about education. Permission marketing is curriculum marketing. – Seth Godin

In my first start-up, I had an initial advertising budget of $5 per day total. That would buy us 100 clicks per day. At $5 per day, marketing people scoffed and said that is too small to matter. But if you think about it, to an engineer, 100 real humans everyday giving your product a try means you can really start improving. – Eric Ries

We all have jobs in our lives that we must get done. We reach out and bring products into our lives to get these jobs done. Marketing is all about asking, ‘What job is the customer trying to accomplish?’ – Clayton Christensen

The dream for many millennial women is to make a difference as social or political entrepreneurs. They are using the social media and marketing tools they have mastered to empower less fortunate women and direct them onto career tracks that women have traditionally avoided, like science and technology. – Gail Sheehy

Share your favorite marketing quote.


Posted in Business, Marketing, Marketing plans, Marketing Strategy, small business, Thought leadership, Traditional marketing, Word of mouth marketing | Tagged: , , , , , , , , , | 2 Comments »

Builder’s Big Heart Goes out to 10-Year Old in Need

Posted by advantagemarketing on May 26, 2015

Coppola Bros Construction

by Loraine Kasprzak

My friend Frank Coppola runs Coppola Brothers, a rapidly growing construction company located in Asbury, New Jersey. He recently asked me to help him tell a story that is near and dear to his heart.

Through an organization called Heartworks, Frank was connected to a young girl named Charlotte Downey with extreme medical needs whose family needs major – and I mean MAJOR – construction on their house so that Charlotte may live at home. Frank and his team are not ones to step back from a challenge, so they took on the ambitious project, but need help paying for the materials they’ll be using to build Charlotte’s house.

This is the story Frank told me:

Charlotte DowneyCharlotte Downey is an amazing 10-year-old girl who has already gone through so much in her short life.  Her story is one filled with sorrow and heartache but also with great strength and perseverance.  Born with a heart lesion that caused abnormal blood flow through the heart, she required immediate and life threatening surgery.

The side effect of this surgery was bleeding in the brain that resulted in neurologic and kidney damage. The kidney damage was so severe that before the age of 2, she required a transplant.  Her most recent challenge has been the diagnosis of post-transplant lymphoproliferative disorder (PTLD), a type of cancer that affects transplant recipients.

While we may not be able to aid in her continuing medical journey, we can help with the construction of a safer and more functional home for Charlotte and her family.

With challenges like no heat in the kitchen and no full or handicapped accessible bathrooms in the house, home life is challenging for the entire family.

Coppola Bros team

Frank Coppola (top row, blue vest) and his amazing team will build the Downey family a house so that Charlotte can live at home – but they need your help!

Volunteers have already given their time and talents to develop a plan for a more functional and safer home, now they are in need of the generosity of others to make those plans a reality.

A concert featuring the Altman Brothers is being held on June 3rd to help make Charlotte’s new home a reality.

Just a small concert ticket donation can support and raise money for the Downey family.

Please support Charlotte with a donation or by attending the benefit concert.  It is going to be a rockin’ good time for an important cause!

Tickets are available online at For more info about the event, please email

Posted in charity, nonprofits | Tagged: , , , , , , | Leave a Comment »

New RESULTS! Book Delivers Solutions to Drive Business Success

Posted by advantagemarketing on May 22, 2015


Check out my new book, which was written to help business owners achieve lasting, high impact RESULTS! in their businesses.

Are you ready to see RESULTS! in your business?

If you believe, as I do, that our thoughts create our reality, then you want to read my latest book. I’ve partnered with 16 other smart-cookie business professionals to participate in an anthology book project called RESULTS! Impactful Solutions to Drive Business.

The book is designed to help entrepreneurs and small business owners gain the information they need to have a successful business and see RESULTS! All of the expert authors have been through the same struggles as you but have come out on top with thriving, successful businesses and now we want to share that information with you!

In my section, Build a Better Marketing Plan, I zero in on the five simple rules for building a marketing plan and the seven marketing plan must-haves.

As my friend and client Don McDermott told me, “If I have a marketing plan in place, I don’t have to think, I just have to DO.”

Other chapters in the book will help you focus on
• Seven steps to living as a confident entrepreneur
• How to transform your leadership to grow your business
• Power dressing techniques so that you can look as smart as you are
• How a virtual assistant can benefit your business
• And much more!

RESULTS! is available in both Kindle and paperback versions on

You can also follow my RESULTS! book journey on Facebook.

Follow the whole RESULTS! gang on Twitter – track us with the hashtag #RESULTS!

Leave a comment and let me know how you are getting RESULTS!

Posted in Book marketing, brand building, Business, content marketing, Email marketing, Entrepreneur, Facebook, lead generation, Marketing, Marketing plans, Marketing Strategy, small business, Traditional marketing, Using books to market your firm, Word of mouth marketing | Tagged: , , , , , , , , , | Leave a Comment »

Busted! 7 Inbound Marketing Myths

Posted by advantagemarketing on May 1, 2015

inbound-marketingInbound marketing can be a powerful tactic for growing your business, so it’s surprising that more business owners don’t use it. But, according to HubSpot, there are some common misconceptions folks have about the how inbound works. Here are the top 7 of these myths – BUSTED!

Myth #1: Inbound marketing, content marketing, and SEO are competing ideologies

This one is the most common misconceptions. Content marketing is all about producing quality material for a specific target audience, which makes it a part of every stage of the inbound marketing strategy (attracting, converting, closing, and delighting), because you can use it to complete all of these actions. SEO is also a necessary component of inbound marketing, because making it easier for people to find your website will help with the “attract” phase. Content marketing and SEO are part of the broader idea of inbound marketing.

Myth #2: Inbound marketing and traditional marketing can’t play nice together

For years “experts” have been speaking about how outdated traditional marketing is, and that it’s not an effective long-term strategy. With inbound, you are gaining an organic audience that will keep feeding you with leads for years. With traditional, you are paying for a temporary audience. However, traditional marketing – such as advertising – can be helpful in the early stages of the inbound process, as a supplement to your inbound strategy, or to help meet monthly and quarterly goals.

Myth #3: No one is going to consume the content that I create

Creating and publishing content can seem intimidating and pointless in the long run, as most writers assume that no one will view their content. Not true! If you can create valuable content that is meant for a specific audience, you will gain readers, and create an active following. You don’t want just anybody viewing your content, you want the right people to view it, so that you can convert those leads into customers.

Myth #4: Creating unique landing pages is a waste of time

Producing unique landing pages is an essential part of the inbound marketing process, because without landing pages, it will be harder for you to convert visitors into leads. On average, companies with 30+ landing pages produced 7 times more leads than companies with 1 to 5 landing pages. The more landing pages you have showing up on search engines and on social media sites, the more opportunities you will have to convert leads.

Myth #5: Email is dead, or is dying

Headlines about common marketing strategies being “dead” usually come around every once in awhile, and they usually do not end up holding up, which is definitely the case with email. Email is still widely used by marketers, and most importantly, it is not obsolete, because it still brings in business.

Myth #6: It’s impossible to know when leads are ready to become customers

Knowing which leads are ready to buy and become customers can be difficult, but it can be done with precise attention to detail. If you can see a recognizable pattern of a customer checking through your emails and webpages, you can make an argument that a purchase could be in the near future. The point is, you have to be looking at your data consistently to see patterns.

Myth #7: Hosting events won’t help my business

Entertaining your customers is not about wasting money; it is about investing in the best promoters of your business. Hosting events will bring all of your customers together to discuss your product, service and expertise. Most people that attend these events are there to learn, so it’s a win-win situation for your company and for your customers.

What other inbound marketing myths have you heard? What makes them a myth, in your opinion? Tell us about them in the Comments section.

Posted in Business, content marketing, Email marketing, Marketing, Marketing Strategy, small business, Traditional marketing | Tagged: , , , , , | 2 Comments »

5 of the Biggest SEO Myths

Posted by advantagemarketing on April 22, 2015

seo-mythsSEO, also known as Search Engine Optimization, is a big deal if you want to drive traffic to your website. But, according to HubSpot, there seem to be many myths around that can undermine your optimization efforts and may even affect how your rank in major search engines such as Google.

Don’t fall prey to these SEO myths:

1. More links are better than more content

Should you invest in link building or in generating content such as blog posts or webpages? Companies too often focus on the quantity of links to their site, rather than the quality of their site’s content.  Your website’s focus should be on having relevant, quality content, so that others will want to link to it over time.

2. SEO is all about ranking

While studies have shown that most searchers prefer to click the first three search results, first-page ranking is not the prize it used to be. According to HubSpot, other studies have shown that on subsequent pages, being listed toward the top of the page gets you similar click behavior. The bottom line here? First page ranking matters less than you think. It’s more important to provide content that is useful to your readers, so that when they click through to your site, they stay and share your content.

3.  Keyword optimization is the key to SEO

While keywords have always been an important part of Internet searches, Google no longer exactly matches keywords typed into the search box to the keywords on a webpage. Instead, it searches for the intent behind the keywords used, so that it can provide relevant, high-quality content. This means that search engines won’t punish your website for not having enough exact keywords, but you will be if you overuse keywords.

4.  My homepage needs a lot of content

Your homepage is the gateway to your business. You don’t want it to be littered with content, but you also do not want to have a barren homepage with little to no information. Your homepage should describe who you are, what you do, where you are located, and what visitors should do next. Anything more than this can overwhelm users.

5.  My website doesn’t need to be mobile-friendly

Many website owners think their websites are only viewed on laptops and desktop computers. The fact is, more websites than ever are viewed on mobile devices such as tablets and smart phones. To reflect this trend, Google instituted a new algorithm on April 21, which uses the mobile-friendliness of your website as a ranking signal. Talk to your website developer. If your site is not mobile friendly, your developer should put a plan in place for fixing it right away.

Posted in brand building, Business, Internet business, Marketing, Social media marketing | Tagged: , , , , , , , , , | 2 Comments »

7 Twitter Tips You Need To Know Now

Posted by advantagemarketing on April 9, 2015

Put these tips to work today to build your company’s Twitter presence and increase awareness of your brand.

Put these tips to work today to build your company’s Twitter presence and increase awareness of your brand.

Is Twitter in your marketing tool kit? It should be. Twitter allows your company to gain more traffic, gather more leads, and generate more customers. Here are some tips from HubSpot to help you make full use of what Twitter has to offer:

1. Create a keyword searchable bio

In the bio section of your profile, include commonly searched terms and hashtags to increase the number of times that your page will show up in search results. This generates more traffic and makes your profile easier to access.

2. Use eye-catching images

Including images in your tweets will make them stand out and catch the attention of more users, generating more leads for your business. Most users scroll quickly through their timeline, and only stop to read the tweets that look interesting, so including a picture will drive more engagement from Twitter users. The ideal size for an image is 1024 x 512 pixels.

3. Include GIFs

For the same reasons as tip #2, including GIFs in your tweets will tremendously upgrade your Twitter arsenal. GIFs that are embedded into tweets are converted into MP4s and play automatically. This is another great way to catch the attention of potential leads.

4. Include hashtags related to your content

Having commonly searched hashtags will help your tweet to be seen in more search results, but it’s important to not be obnoxious about it. One or two simple hashtags included on each tweet is the perfect way to generate more traffic and reach a wider audience.

5. Keep tweets short

Keep it short and to the point. Tweets with 100-120 characters generate a lot more clicks and engagement than tweets with 140 characters. Most users only skim these tweets, so keep them as succinct as possible without sacrificing content.

6. Curate Twitter lists to segment users

Twitter Lists helps you to organize users into groups. This can best be used to build strategic connections by allowing you to sort users that you are most interested in engaging with. Twitter lists can be also used to follow a separate group of users from those you follow. This is a valuable resource for targeting the users that you want to reach out to.

7. Engage with your audience consistently

Keeping your tweets interesting is only half the battle. Keeping your tweets consistent is the key to gaining new leads. We recommend that you send around five tweets a day, to stay relevant and reach the widest audience possible.

Put these tips to work today to build your company’s Twitter presence and increase awareness of your brand.

Posted in brand building, content marketing, Marketing Strategy, Social media marketing, Twitter | Tagged: , , , , | 1 Comment »


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