Just as each generation believes it’s the first to discover the joy of sex, marketers and managers who stumble upon the power of storytelling often believe they’ve unearthed an extraordinary innovation. In reality, they’re simply learning what generations of their predecessors already knew and successfully employed. I chuckle every time I see a marketer promoting … Read more
If you think sending a more powerful message is the best way to get a rise out of your audience, you’re probably wrong. Oh, it’s a popular request, and people tend to equate popularity with effectiveness – just look at most presidential elections. But following the herd is rarely the most intelligent approach, and that’s … Read more
“It’s just going on social media, so the usual rules don’t apply, right?” Planning to post a big announcement about his company, he thought there was no need be concerned with grammar and the like. My answer? No, you don’t have to worry about those things … unless you hope to be taken seriously. As … Read more
I don’t believe I’ve ever read anything written by a weasel, but the use of something known as weasel wording is far too prevalent in business and the public square. Many users see it as a clever way to mislead their audiences, but what it really does is diminish their credibility. Weasel wording is what … Read more
The COVID-19 crisis led many B2B marketers to rethink how they reach out to prospects and customers. Stepping up your online presence may be a wise move, but only if you avoid some common mistakes. Whether you choose to beef up your website, expand blogging, introduce email marketing, host webinars, or take a stronger stab … Read more
The landscaping contractor had a nice-looking pickup truck and well-kept trailer. He had invested some money in an attractive door sign. But a little detail probably cost him more business than he ever realized. Squarely in the middle of his front bumper was a license plate displaying the Confederate flag. (Before Civil War buffs jump … Read more
You messed up. You handled something the wrong way. Could be you just failed to handle it when you should have. So what are you going to do about it? Are you a big company? Then you’re probably going to mess up even more. Sure, you’ll spit out some kind of public apology, but it … Read more
What many call “fight or flight” is a quick way to describe the brain’s innate responses to stimuli. It might come as a surprise that it also offers some valuable advice related to websites and other marketing communications materials. Humans like to think we’re rational animals who don’t give in to automatic judgments about people … Read more
You’ve spent six months getting your company’s new website put together, and now you’re ready to tell the world about it. What a waste of your time. I understand you and your team have worked hard, and you’ve invested more money into the process than you wanted. Your new site is truly a humdinger, and … Read more
Companies that make the extra effort to survey customers of their products and services usually gain my admiration — except when their approach to that survey makes me never want to do business with them again. There’s a lot of sense behind taking the time to follow up with the people who use your products … Read more