I’ve long recognized many of the companies with the best information do the worst job of presenting it. It’s clear they have the expertise, but the wrong people are responsible for sharing that knowledge. It’s not really the fault of those individuals. Each of us has specific skills and knowledge areas. But while someone in […]
With so many new technologies in our lives, it’s no surprise many folks are becoming overwhelmed. The sheer volume of information is pushing a growing number of people into overload, and even when we know something will provide a benefit to us, we groan at the thought of having to learn yet another new thing. […]
When it comes to marketing, one of the most common mistakes I’ve seen companies make is basing their decisions and efforts on whatever troubles them most. It may be an aspect of their product or service about which they’re particularly sensitive. Could be a perceived flaw they worry the competition will exploit. It can even […]
When creating a website, a brochure, or an ad, many people believe the only thing that matters is the raw facts. “Nobody has time for fluff,” they insist. Given their insistence on using fact-based material, they choose to use brief bullet points instead of sentences and paragraphs. I won’t argue that bullet points are certainly […]
Long ago, Sir Walter Scott penned some advice today’s business leaders would be wise to remember: “Oh, what a tangled web we weave/When first we practice to deceive!” That quote came to mind after a greeting-card envelope appeared in this week’s mail. No return address, no stamp, just a colorful envelope. I slit it open […]
As social media grows, all sorts of companies and organizations have been trying to court followers. You probably receive solicitations through Facebook and other platforms asking you to like their pages, follow them, or take whatever action fits the specific channel. Visit a store or a restaurant, and you’ll see the same. I drove past […]
If you’re looking for a powerful way to differentiate your company from your competitors, I have a simple suggestion: just fulfill your promises. I know that sounds ridiculously simple, but recent experiences with companies that depend upon top-notch service to draw repeat business have convinced me that far too many organizations see promises as tactics […]
If I asked you to name the single most powerful word in marketing, which word would you choose? Many people claim it’s “free,” while others insist on “sex” or something similarly salacious. But none of those answers is correct. The most powerful word is one of the most common and simple words in English, and […]
The client wanted to advertise in a local publication for the first time in years. I had sent other business to the printer who produced it in the past, so I emailed my customer service contact with a simple question: is your company still printing this publication? Instead of answering my question, she replied with […]
As I pointed to a clunky phrase, the client waved me off. “Don’t worry about the language. It’s a proposal, not a marketing piece.” She saw my confusion and explained, “We don’t need to waste our time making the language flowery or sales-y sounding. This is just so we can get all the details together […]
