In content marketing we labor hard to elevate brands as high as possible, at the very least above consumer indecision. That’s ingrained in really any form of marketing. This many not be the best way to go about marketing, however, according to the latest trends and research. In fact, presenting a company as flawed, transparent, […]
Have you noticed? Every now and then, a particular idea takes hold and every content writer in your industry writes about that one topic. Sure, some posts are interesting. Some add to the conversation or make a unique point. But most just rehash everything that’s been said before. It’s as if there are conversational trends, […]
As the year winds to an end and most of your marketing projects are done (or close to it), it’s tempting to give a sigh of relief and take a holiday break from marketing. But knowing that’s the temptation, you have a unique opportunity to get a jump on the competition. Don’t slack off too […]
“Perception is reality.” That’s how my professor started every marketing class, repeating the words as a mantra until they became a permanent part of our thinking. Even so, when you’re on the job and deadlines loom, it’s easy to forget. We get so caught up in features and benefits, headlines and leads, offers and guarantees, […]
One of the most challenging assignments for any marketer is the elusive (and intimidating) unique selling proposition (USP). “Own a piece of the market,” instructs your marketing manual. Okay, but what does that even mean? Today, I’d like to share some simple ways to identify your USP so you can own your own unique share […]
Results. Converting prospects into customers and customers into loyal fans. That’s the bottom line in marketing. So why are marketing departments satisfied with lackluster messaging that doesn’t convert? Why is aimless marketing not only allowed, but encouraged?
When you think of copywriting tips, it isn’t Shakespeare who typically comes to mind. Maybe it’s because he wrote in King James English or that we study him in advanced English classes. But whatever the reason, we forget that Shakespeare was a man of his time. Like modern writers, he was trying to make a […]
Success in marketing depends on one thing: delivering an irresistible offer to the people who are most likely to respond. Sounds simple, right? Nothing could be further from the truth. Because behind that successful offer are a number of strategies that must be securely in place before you can connect and convert. Where does it […]
When it comes to building your business, having a great product or solution isn’t enough. You need customers. Watch this video to learn more…
We come to the end of “Love Your Customer” month. Each week we’ve covered things you can do to build your business by putting your customers first. Today, we wrap up with a focus on long-term relationship. Let me start by asking a question… Is relationship important, or does that introduce an element of “unprofessionalism”?