I’ll bump into business owners at networking functions who insist they have no need to advertise or market, because their business will grow completely by “word of mouth.” At that moment, I know their businesses won’t be around for long. Sure, there are those outliers that became hugely successful just by existing. That’s not going … Read more
White paper titles are arguably the most crucial element of your white paper, as they determine whether your target audience will actually take the time to read it. In our increasingly busy lives, we have little patience for content that doesn’t immediately grab our attention. When scanning through social media feeds or search engine results, … Read more
You’ve just developed an email, an article, or a blog post, and one sentence is particularly important. You want to make sure nobody misses it. So you should put it in ALL CAPS, RIGHT? Wrong. You probably don’t need to boldface it, either. In fact, if its importance is obvious, you probably don’t have to … Read more
Companies often complain that customers and prospects just don’t seem to understand what they offer, or what differentiates them from the competition. They blame those customers and prospects for a lack of knowledge or intelligence — but they should blame that person in the mirror. As someone who earns a living helping companies communicate, I … Read more
Not long ago, I ran across an article by a CEO of what appeared to be an impressive, progressive company. I expected to find a glimpse of useful wisdom, but was stopped in my tracks by the sheer amount of profanity and vulgarity he had woven into his words. The CEO may have had brilliant … Read more
They lurk in the quiet corners of most offices, maintaining a low profile, performing their normal jobs quietly and efficiently. It’s a carefully practiced deception designed to divert attention from their true identities. They are the Grammar Nazis. When asked to review a document, a proposal, a brochure, or a report, they feign reluctance before … Read more
Ask me for a metaphor for the biggest single misconception about advertising and marketing, and I’ll point you toward the average American’s obsession with weight loss and the strategies employed in the pursuit of that goal. Every few months, a new diet appears. Suddenly, all sorts of people are binging on grapefruits, drinking 24 glasses … Read more
When crafting white papers, the distinction between features and benefits often causes confusion. Many assume these terms are interchangeable, but they describe very different aspects of a product or service. For marketers and salespeople, understanding this difference is crucial, as one is significantly more influential in driving customer decisions. Features: What They Are Features are … Read more
Long after the last Burma-Shave sign came down, outdoor billboards continue to provide an excellent opportunity to connect with people on the go. Remembering seven simple realties of outdoor advertising can make your outdoor boards far more effective, so your investment in them provides a higher return. 1. Choose the right place. Location is one … Read more
We’ve all heard it thousands of times: what we need is some out-of-the-box thinking. We could solve this problem if only we could step out of the box. Golly, J.P., that’s a really out-of-the-box idea! It seems that we can accomplish anything if we’re brave enough to step out of that bad, bad box, and … Read more