Looking for a new way to promote your organization and establish credibility among your audiences? Perhaps you need to find a ghost. No, I’m not suggesting you tag along with Scooby-Doo and Shaggy to a creepy tropical island (besides, we already know that the caretaker is the guilty party). Nor do I think your global … Read more
You can use them advertising, mailings, in email newsletters, on your website, on social media, as articles in trade magazines, in brochures — no matter how you communicate with your audiences, there are ways to incorporate case studies.
You’ve got 60 seconds to pitch your company’s most important prospect. Go! “Well, your industry is increasingly competitive and margins are shrinking, leading many of your competitors to bypass the traditional distribution network for more streamlined channels. That puts you in an unfavorable pricing environment, which is causing you to lose market share at an … Read more
As people move closer to top management’s ranks, they discover perks and benefits reflecting added responsibilities of their new positions. Examples include better retirement plans, company-backed loans, and travel opportunities. They also learn top executives accomplish more by reaching out to specialized resources. Ever read a magazine article or lengthy blog post from a corporate … Read more
I wonder if you can answer a very simple question about your business. Do you do a good job? By that, I mean do you accomplish what you set out to do for your customers and clients? Do you provide more value than your competitors offer? Are your customers better off because they work with … Read more
After six months of tireless effort, your company’s new website has been launched, and you’re ready to announce it to the world. That’s probably a waste of your time. Hey, I get it. Everyone’s worked hard, and you’ve invested a small fortune into the process. Your new site is quite impressive, and you’re deservedly proud. … Read more
Every business has its slower moments. When they happen, instead of trying to find ways to kill time, use the opportunity to tidy up your website and other marketing materials and toss out the obsolete trash. That way, they’ll be updated when things get busy again. I rarely find websites that wouldn’t benefit from a … Read more
Remember when we started it? It was so exciting. The company was finally going to let customers know everything that was important. Each department had to contribute something. Management agonized for hours over the name. Sales came up with key customers to profile. The graphic designer presented a breathtaking layout. Finally, 20,000 emails arrived on … Read more
Marketing tools emanate from a variety of sources, but only white papers can trace their history back to one of history’s most consequential figures. During the 1920s, the United Kingdom faced some tricky political issues in the Middle East. Then a Member of Parliament, Winston Churchill asked his staffers to develop a paper exploring the … Read more
Many people will tell you there’s no such thing as a stupid question. Yes, there are questions that trigger involuntary eye-rolling. Sometimes they’re questions we’ve heard ten times too often. Sometimes they’re just plain dumb. But when it comes to communicating with prospects and customers, stupid questions are often a remarkably deep source of wisdom. … Read more