Scott’s Blog

IS IT OPINION OR KNOWLEDGE?

Much of what I learned in high school was most effective at setting one up for a lifetime of therapy. But there were a few gems here and there that have managed to stay with me throughout the ensuing years. One of those was the difference between facts and opinions. Several of my teachers devoted many class periods to helping their charges grasp what separates the two.

It’s a lesson that seems to be lost on many people, who develop their own opinions about something and then state those opinions as though they were factual knowledge. While the most obvious examples are those modern-day idea marketplaces — talk radio, cable news channels, and online forums — I’ve also seen the trend drift into the ways in which companies promote themselves or their beliefs.

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SUCCESS STORY: DIFFERENTIATING WITH A COLORING BOOK

If you’re selling a high-quality product in a category that’s considered to be a commodity, how can you set yourself apart?

Plymate Image Mats provides a higher-quality product with far superior service in a market that’s saturated with – and accustomed to – low-end competitors. Their challenge is twofold: convince prospects that they need more than what they’re already buying, then sell it to them.

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SUCCESS STORY: LIVELY FUNERAL DIRECTORS

How do you convince people that your business is truly a part of the community when they only associate you with death and sadness?

Like most family-owned funeral homes, Ziemer Funeral Homes had been experiencing growing pressure from roll-ups of local competitors and other national chains. They wanted to remind potential customers that they are truly local businesspeople who hope to serve the community for decades to come.

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SUCCESS STORY: BREEDING BETTER BABIES

How do you convince mothers-to-be that your local hospital is a better place for giving birth than the big-city hospitals that are just a short (if frenzied) drive away?

Bloomington Hospital faced just that situation in trying to promote its maternity services. They knew that a hospital’s image is particularly important when it come to maternity. Parents-to-be labor to choose the right site for their arrivals. With powerful challengers less than an hour away, this hospital needed a campaign that could deliver.

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SAVE YOUR BEST WORK FOR EDITING

One of the surest signs of a professional writer is that his or her first drafts are absolutely terrible and often unreadable.

Surprised? It’s true. While most non-writers assume that those of us who earn a living stringing words together try to create brilliance and beauty with every keystroke, the simple fact is that our real skill emerges in the rewrite stage.

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COWERING CAN COST YOU BUSINESS

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.

Not long ago, a service provider with whom I’ve worked for well over a decade decided that it was just too tough to share some bad news. As a result, they damaged their working relationship with me, and I’m willing to wager they’ve done the same with other clients.

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