There’s actually a third reason to re-name a company.

Posted on Feb 4, 2015

There are, as you are probably aware, two main reasons to re-name an organization: • yagotta, or • yawanna. Yagotta is the easiest to explain, and the most urgent. Your chosen name infringes on the trademarks or intellectual property of another. Yes, your family name is McDonald, and you put it proudly on your new […]

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Insight’s great … but can you afford it?

Posted on Feb 3, 2015

Two truths: 1. Prospect insight is incredibly valuable to grow a customer base, to lift marketing ROI, to speed up sales cycles. It’s a smart investment for a CMO. A secret weapon. 2. The most advanced technology for prospect insight, which I talk about in my book, is not for everybody. Sorry. It’s most appropriate […]

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6 strategies to get better content marketing ROI

Posted on Jan 28, 2015

Everybody seems to be anxious about content marketing ROI. Some have a clear strategy and the latest tactics, some, like Lewis the marketing dinosaur from our new book … not so much. If you’re among the not-yet satisfied, there are 6 areas for you to diagnose: 1. You haven’t segmented your prospects. They’re not just a […]

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Disappointed by content marketing results?

Posted on Jan 10, 2015

You’re a marketer. You’re enthusiastic about the promise of content marketing. But, so far, disappointed at the results. Well, help is at hand, and I wrote the book. It’s on sale at Amazon in either paperback* or Kindle formats. Read it, grow your enterprise, and (if you would be so kind) leave an Amazon review. […]

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The magic persuasive power of “AFCD.”

Posted on Dec 22, 2014

“AFCD?” Many years ago I would fill out insertion orders for newspaper ads (yes, it must have been years ago), and in the Notes section, I would write “Far forward, right hand page, above the fold, AFCD.” Every once in a while, I would get a phone call from the guys in the composing room, […]

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“Nobody does business over the holidays”? Why trash 4% of the year?

Posted on Dec 16, 2014

A number of years ago, I was working on New Year’s Eve afternoon. Many people took the day off; others left at noon. Hey. I had stuff to do. Around three o’clock the phone rang. It was a brand manager for a major beverage company who was looking for new product development talent for a […]

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“Marketers should ignore customers.” Well, that pokes a hornet’s nest.

Posted on Dec 8, 2014

A number of readers were upset when I challenged the dogma that “customers are your best prospects.” That cliché is routinely accepted as reasonable, but is in fact lazy and limited thinking, particularly for marketers. If you’re a marketer, prospects should be your focus. Customers, a distant second. Ignore might be too strong a word, […]

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The texty turnoff. Can TL;DR kill your brand story?

Posted on Dec 2, 2014

First, count the number of words “above the fold” on your website home page. Are there… • 1 to 40 • 41 to 75 • 76 to 100 • 101+ • I got a headache trying to count them all. The answer to “can there be too much text?” is of course yes – but […]

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Customer insight is silver. Prospect insight is gold.

Posted on Nov 21, 2014

Do the math. Your prospects outnumber your customers by a ratio that should inspire your fondest dreams of exponential growth. Your “ten-bagger,” your “BHAG.” 1000-1? 10,000-1? Any way you slice it, every marketer has a prospect audience out there with enormous potential. If. (Big if.) If, for example, marketers get over the obsession with customer […]

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