Speaker aims to help local businesses | VailDaily.com

Speaker aims to help local businesses

Scott N. Millersmiller@vaildaily.comVail CO Colorado

EAGLE COUNTY, Colorado – Tony Rubleski’s from Michigan, so he knows about valleys in the business cycle. But he also believes he can help just about any business out of its own doldrums.Rubleski is a speaker, consultant and author of two books on the concept of “mind capture.” The most recent, “Mind Capture: How You Can Stand Out In The Age of Advertising Deficit Disorder,” was published in 2008.Speaking from his home in Michigan, Rubleski said he’s eager to get to this part of Colorado. “I’ve been to Denver before, but not to the Eagle Valley,” Rubleski said. “We’ve been trying to set this up for a while, but it just hasn’t worked until now.”The presentation will be much the same as it is from Detroit to Omaha to San Francisco: That business owners and directors of non-profit groups need to think differently to earn new customers or donors. But, Rubleski said, his presentation is as much about nuts-and-bolts strategy as philosophy, thanks to his own upbringing in the common-sense Midwest.Building the kind of customer loyalty that results in referrals is something a lot of businesses have gotten away from, Rubleski said.”I think during the good times we forgot how to sell,” he said. “Now we have to hunt every day.”The bottom line to all of this is marketing, of course. But instead of just advice about ad campaigns, Rubleski said he’s going to talk about some simple things businesses can do that don’t cost much.It’s not that hard to update a Web site to be more attractive and useful without going wholesale into “Web 2.0″ interactive technology, he said. Another tactic is building relationships with customers, a habit many business owners have either lost or haven’t needed in some time. There are strategies in Rubleski’s toolbox for building e-mail lists that customers may welcome, instead of feeling like they’re being asked for more information than they want to provide. And, while he’s coming from the Rust Belt to the High Country, Rubleski said all businesses have a lot in common these days.”People say all the time, ‘My business is different,'” he said. “That’s when I challenge them – 95 percent of marketing is common to all businesses. A lot of it is just common sense.”Business Editor Scott N. Miller can be reached at 970-748-2930 or smiller@vaildaily.com.

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