We enjoyed the quick-service restaurant’s food, but their service was often way beyond poky. That evening, I called in our large order and was told it would be ready at 5:45. Arriving at exactly 5:46, I discovered that only was my order not ready; nobody had even begun to prepare my food. The manager shrugged, … Read more
White papers and opportunity cost have a link marketers should know. As a professional white paper writer, I take pride in knowing how to do many things, but I also recognize that performing many of those tasks isn’t the best use of my limited time. Understanding white papers and opportunity cost It goes back to … Read more
Creating white papers may be one of the most effective ways to convince people that you’re the right choice, if your company offers a product or service that’s complicated, innovative, or significantly different from what your competitors provide, or if it involves a lengthy decision-making process. White papers inform decision-making Put simply, if the people … Read more
Recently presented a webinar on writing for the web for Level Two Coworking in Plainfield. I appreciate the opportunity to educate businesses about making their online presence more effective!
There’s a way you can “clone” your best customers, so you’re able to do business with more of them. It starts by really getting to know your current customers. The more you understand the reasons your customers chose you and what they really think about you — as opposed to what you believe they really … Read more
Long before Norman Vincent Peale penned the book that uncovered the power of positive thinking, advocates of similar philosophies promoted positive attitudes and messages as a critical component of success. As the Second World War drew to a close, Johnny Mercer’s “Ac-Cent-Tchu-Ate the Positive” dominated the airwaves and jukeboxes. Even today, you’ll hear people urge … Read more
I admire companies that make the extra effort to survey customers of their products and services. That is, except when their approach to surveying makes me never want to do business with them again. Taking the time to follow up with the people who buy your products or use your services, gauge their satisfaction, and … Read more
Sometimes, businesses have to deliver bad news to customers. That’s a fact of life, but it’s rarely easy to do. In most cases, the best way to do it is just that — do it, get it done, and move on. If the business relationship is solid, it will withstand one instance of bad news. … Read more
In a recent entry, I mentioned the value of a good swipe file for newsletter development. Another very handy tool is what are known as “evergreen” articles. What’s an evergreen article? It’s simply a story that provides general information, will always be appropriate for the audience, and isn’t time-sensitive. For a financial institution, evergreen … Read more
There are many reasons that companies will try to handle their marketing communications needs in-house. Sometimes, budget is the primary driver, but more often, there’s a belief that nobody in the outside world could ever understand the company as well as its employees. That’s probably true, and it’s exactly why an outsider offers you … Read more