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Al Shultz

President / Creative Director at Al Shultz Advertising

San Jose, CA

www.alshultz.com

My marketing agency helps B2B technology/industrial companies to DIFFERENTIATE — to stand out above the competition and increase sales

Introduction
About Me

For over 25 years my marketing agency has helped businesses to differentiate themselves and stand out clearly above the competition — to get more attention, credibility and sales.

We use all the available marketing tools, from websites to online and print advertising, brochures to email and direct mail, tradeshows to PR... whatever will work best in the client's specific scenario.

We work with clients of all sizes, but we particularly like to help underdogs who are competing with larger or stronger competitors. We love to outsmart the "big guys"!

We work with clients locally, across the country and around the world -- currently have clients in California, Ohio, Arizona, Italy, Japan...

Business Description

My marketing agency helps businesses to differentiate and stand out clearly above the competition — to get more attention, sales and market share.

We use all the available marketing tools, from websites to online and print advertising, brochures to email and direct mail, tradeshows to PR and social media... whatever will work best in the client's specific scenario.

We work with clients of all sizes, but we particularly like working with underdogs who need to compete with larger competitors. We love to outsmart the "big guys"!

We work with clients locally, across the country and around the world.

My Skills
advertising branding brochures differentiation logos marketing positioning web development
Profile Questions
  • What do you like most about your profession?

    Marketing is not rocket science, but most businesses do a very poor, very ineffective job of it... What I like most is being able to really help businesses with marketing that is more successful and effective -- and then seeing their appreciation!

  • What questions do clients most commonly ask you? How do you respond?

    Many companies ask me: "What is the most effective way to market my products or services?"

    The true answer is, there is no one answer...

    Before you think about marketing tactics or vehicles you FIRST need to focus on who your target audience is and where THEY hang out regularly. From that we can determine the specific marketing vehicle that has the best chance of getting your differentiating message to THAT group of people -- and getting it to them on a regular basis, because one touch point will not be enough.

  • What are 3 attributes you need to be successful in your industry?

    1. Understanding how marketing REALLY works. (It's not just about about "getting your name out there -- it's about DIFFERENTIATING yourself from everyone else.)

    2. Understanding how the human brain works and how to communicate effectively. (It's not enough to just put messages and "content" out there -- your target audience needs to actually BELIEVE you and actually change their buying habits in your favor.)

    3. Years of successful experience. (The are thousands of people out there calling themselves "marketing experts" who have little or no understanding of #1 or #2. Often they are big on buzz words and generalized promises, but very short on direct experience and personal success stories. They will waste a lot of your time and money.)

  • What are the most important things to consider when hiring a service provider in your field?

    See the three attributes noted in my answer to the previous question...

  • How are you different than others in your profession?

    My most fundamental difference is DIFFERENTIATION...

    Whereas most marketers just focus on what I call "generic" selling (buy our stuff, it's great)
    or generic tactics (start a blog, or a Facebook page, or add "content," etc.) -- I focus on DIFFERENTIATING my client so that they clearly separate and stand out from their competition.

    Because it's not enough to just "get your name out there." Before anyone will buy from you they first want to know, "What makes you different or special?"

  • How do you typically handle disagreements with clients?

    Explanation.

    There is a specific, practical reason behind every strategy and tactic I use. I've found that giving a clear, local explanation resolves 99% of the disagreements that I encounter with clients.

  • Describe your proudest professional accomplishment.

    One accomplishment I'm extremely proud of is how long my client relationships typically last...

    My first client and one of my largest continued with me for over 15 years. With another, we're now into our 12th year. I've been working for another fellow, a serial entrepreneur, for over 20 years. Every time he starts a new company he calls me to do all his marketing. We're presently getting his 6th successful venture off the ground.

    It means a great deal to me to have that level of client confidence.

Work/Experience
  • President/Creative Director at Al Shultz Advertising

    1983 — Present

    Al drives the creative development as well as the marketing differentiation and strategy for every project and every client his Agency serves.

Education
  • Portland State University
  • University of Oregon
Certifications
  • CBC -- Certified Business Communicator

    Authority: awarded by Business Marketing Association

Publications
  • The Power of Differentiation Marketing: How to Stand Out, Even If You’re Not Particularly Unique

    Publication: ComPRO.biz

    Link: http://www.commpro.biz/marketing/the-power-of-differentiation-marketing-how...

    Date: January 3, 1943

    Differentiation is the single most important factor in marketing. Many companies do not think they have anything particularly special or unusual -- but every company does. Or can, if they know how to come up with a differentiator...

Location
Contact Information

1346 The Alameda, #7140
San Jose, CA. 95126
Phone: 408-289-9555

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