Benefit #3 of MA: Up close and personal insight

Posted on Nov 26, 2015

Marketing used to be a sermon. Now it’s a dialog. Many if not most organizations have “a” marketing message, so they spray and pray. “Here’s everything you should know, everybody. Call us soon. Please?” Not surprisingly, this is a recipe for mediocrity. A one-size-fits-all marketing message is a desperate device of the clueless brand throwing […]

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Nurture prospects to become leads.

Posted on Nov 26, 2015

Bring them along the buyer’s journey. Nurture their value. Every considered purchase requires multiple touch points with multiple messages, in a sequence that can stretch out over a sales cycle to test your marketing patience. The higher the ticket, the more complex the sale. The more complex the sale, the more vital it is to […]

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Burying the lede

Posted on Nov 9, 2015

Bury the lede, kill the response. I was reading the About Us page of a website for a wholesaler, and I found a curious thing: the first paragraph could be summarized“We’re not just [the expected products], we’re also [product line #2], and [product line #3] that people love!” Okay. They diversified, now offering a wider selection. […]

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Fearless! Are you? Is your brand?

Posted on Nov 6, 2015

Should you be fearless? Can you? Draw a graph of risk tolerance. Put “totally terrified” on the left end, and ”bizarrely brave” on the right. Most of us live our lives in the big fat middle of the bell curve: we may ride a roller coaster but fear spiders. We’ll ski down the double-diamond slope […]

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The case for (and against) simple words

Posted on Oct 19, 2015

We’ve been campaigning (for decades, actually) for simple words. Forceful, direct, authentic messaging is more effective than bizspeak or thesaurus-inspired gibberish. If you check out our Cover Letters From Hell, you’ll read our grumblings about those who choose obtain over get and embark over go. A simple, clear noun or verb beats the hell out […]

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Has your strategy caught up to … this month?

Posted on Oct 13, 2015

Last month is so … over. Hear what the panel of experts had to say. IF you’ll be in Chicago on October 27 & 28, hear the experts discuss the very latest advances in strategies and measurable tactics to advance your brand in the crucial digital advertising space. I’ll be on a panel Tuesday afternoon: Tell […]

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“DocThink” is a marketing mistake.

Posted on Oct 7, 2015

One of the big fat truths that emerged in the last digital blink of an eye is this: Stop thinking Document when you should be celebrating Process. Let’s face it. Most of us grew up with documents. Books, magazines, articles, term papers, manifestos, holy books, envelopes in the mail, brochures – forests of loblolly pines […]

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Show and tell. More to the point, Show vs. Tell.

Posted on Sep 1, 2015

In the eternal quest to do those very hard things – to get people to change their brand preferences and purchase intentions – the level of difficulty ranges from “very hard” to “dragon-slaying-blindfolded-on-a-unicycle hard.” Two communications strategies must be considered. Show and tell. [See (and hear) more here.]

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Never forget how selfish your prospect is.

Posted on Aug 31, 2015

A selfish prospect? There’s no other kind – so respect wiifm. That’s why marketers are always talking about benefits. All sing praises to the virtues of the products or services delivered by their brand. Okay. Agreed. Clearly that’s a big step up from naively talking about features, which will get your knuckles rapped in Salesmanship […]

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Can snake oil survive the crowdswarm bubble?

Posted on Aug 25, 2015

We see plenty of blog posts about the coming End of Bad Products.  Now that there’s a digital crowdswarm bubble™ as I call it, marketing pundits think it’s no longer possible to get away with ineffective or inferior businesses, product lines or even items. Crowdswarm Yelp reviews will kill that restaurant with the rude staff. […]

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