Differentiate your business by fulfilling your promises

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 […]

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More media mistakes and mishaps

It’s time once again to present some typos and other amusing mishaps that appeared in the media. I don’t poke fun at individuals for making mistakes, but professionals should know better. All three of these examples involve the use of the wrong word. In each, the writer chose a homophone of the intended word, and […]

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Advertising doesn’t have a Holy Grail

If you bring a group of business owners or managers together and ask them the most effective way to promote their organizations, you’ll get a wide range of answers and little agreement. One may insist on blogging, another on radio spots, a third on coupon envelopes, and a fourth may affirm billboards are the only […]

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How a kid kept my business

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, […]

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“We already did that”

Like average Americans, you’re exposed to thousands of marketing messages each day, from TV commercials to billboards to slogans on fast-food drink cups. How many of the ones you saw yesterday do you remember? Probably just a couple – maybe a few if you really strain your memory. So why do so many companies and organizations […]

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Don’t rely on insider information

Companies have many reasons for trying to handle their marketing communications needs in-house. Sometimes, budget is the main reason, but a more common justification is the belief that nobody in the outside world could ever understand the company as well as its employees. Hard to disagree — but it’s the very reason working with an […]

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