“XYZ customer thinks our product should do ABC!” or “XYZ customer doesn’t understand…”
Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs, and the drivers that might lead them to positive action relative to your product or service is never a good idea.
On the other hand, many companies—particularly small companies—don’t have the time or resources to invest in expensive research activities.
It’s a conundrum—but one that can be addressed (more…)
If you’re not on Instagram, Twitter, Facebook or other social media sites —and believe it or not, many, many people are not!—you may be missing out on some very important conversations. Some of these conversations may be about you!
In working with a client recently, we did some quick online research and they were shocked (more…)
Sometimes it can be the smallest of things that leads to a lost opportunity from a marketing or sales perspective. Small things that can, I think, be easily corrected.
I had a personal example of this recently while working on a proposal for a branding project. I needed to gather some price information for some elements of the project. In two cases, I contacted two different individuals, asking for some estimates. In each of these cases, one of the people got back to me right away—the other, not at all. (more…)
“Fast follower” is a term used in marketing circles to refer to a company that moves quickly to do what its competitors are doing, or to do what one specific, extremely innovative competitor is doing. But I’ve never really liked the idea of
You’ve no doubt heard the definition of insanity: “Doing the same thing over and over again, and expecting different results.”
It’s a common malady in the business world, and particularly evident these days during tough times. Companies know that the results they’re getting aren’t what they’d like to see and are not likely sustainable, yet they don’t quite know what to do about it. So they keep doing what they’ve always done in tough times – they (more…)
I’ve had a LinkedIn profile since 2009. It has become the top source of referrals for my content marketing and marketing consulting services. Not because of the “brilliant” posts I share. Not because I get tons of likes and shares. Not because I write clever copy.
So how have I successfully leveraged LinkedIn to generate leads—and new clients—consistently? (more…)
Years ago I was fortunate to be able to work with one of the true gurus in the field of direct marketing copywriting—Herschell Gordon Lewis. A marketing genius, a horror-film writer! (he’s actually known for creating the “splatter film” sub-genre of horror, according to Wikipedia)— (more…)
A recent LinkedIn question resonated with me—”Why don’t people like to talk about pricing UPFRONT?” Why indeed?
Have you ever been frustrated when trying to make a purchase decision because you can’t get pricing information from coy salespeople or cryptic web sites? In my opinion, (more…)
Elevator pitches have been a mainstay of business networking for decades. Initially named because they were likely to be delivered while riding in an elevator, requiring a short, pitchy and impactful statement for that brief span of time, today’s elevator pitches are just, if not more, likely to be delivered via Zoom.
Subcribe to This Blog
Brand Evaluation
We’ll help you assess the gaps between how you’d like to be perceived and how you are perceived. More
CONTENT CREATION
Whether you need web copy, blog posts, whitepapers, ghostwriting--or RFP or report creation, we can help. More
PR/MEDIA RELATIONS
We can provide you with media training and coaching, help you identify relevant media and help you generate media coverage locally, nationally and online. More
SOCIAL MEDIA
Social media isn’t for everyone, but if it’s right for you we’ll help you identify, implement and assess the impact of your online communications. More
STRATEGIC PLANNING
Our name says it all! We’re passionate about strategic planning and work with clients to develop marketing and communication plans, as well as broader business plans designed to provide actionable--and measurable--direction. More
We invite you to republish our posts. Click here for details.
