How to activate your marketing plan! Michael Rogers, vice president communications for the Small Business Association of Michigan (SBAM), talks with Perry Ballard, owner of Manage Perceived Value and a veteran SCORE counselor.

Perry built an ad agency in southwest Michigan from a one-man-spare-bedroom-office, to 28 people and $2 million per year annual income. He currently is working in markets across the U.S. and overseas from local retail and services through travel/recreation and into light and heavy manufacturing. "That 30+ years proved two motivational paths increase response, no matter the message delivery channel – print or broadcast, social media, publicity/public relations, technical work – motivating a prospect starts by changing where YOU start thinking about your message," Perry says.