One of the exercises advocated by management consultant David C Baker is “Drop and Give Me 20”. Here are 20 ideas about marketing that I obsess over. Tell me yours.
I love the word facilitate; it reminds of a care-free youth where student co-op meetings were “facilitated” (not run or managed) by an equal among equals. Now set that image in your mind next to that of a sales conversation between a professional services provider and a business owner and you have an amusing juxtaposition united […]
This article examines Harry Browne’s definition of profit as selling happiness, in his book Secret of Selling Anything, in the light of what Cialdini teaches us about persuasion in his book Influence. Dive in!
I couldn’t believe my ears when I first heard this concept floated about by David C Baker and Blair Enns. Build a list? Ask strangers for business? How akwrad. How scary! But they were right (that you should be able to build a list if need be). If you sell your products or services to […]
David Ogilvy once said, “Drayton Bird knows more about direct marketing than anyone in the world.” Wow, not a bad testimonial. Naturally, I tend to pay attention to what Drayton Bird says, especially when he says it ludicrous to describe yourself as a strategist. So what is the definition of digital strategy?
Michelangelo’s statue of David is not the real David Let’s think about that for a moment. Who was the real David? Who created him? And was he copied by Michelangelo to create his famous statue – or was there more to it than that? You may be in a hurry, so I’ll sum up this […]
A commission-based compensation arrangement is not a good idea when it comes to B2B marketing and business development. At least not when the sale of complex and consultive services is at stake. Not good for the business owner, not good for the sales and marketing consultant, and not good for the client. Lose-lose-lose. That said, […]
My first attempt at content marketing, in 2007, was short-lived and even more half-assed: StrategyDen.com (nothing to do with the current owners of the domain), a blog about online marketing and technology. I was working full-time as a project manager and consultant at Blackbaud at the time and partly as a result, I didn’t take being […]
Copywriting is a form of “strategy ghostwriting”, coupled with angst and pity for your customer that they are unable to put their own strategy into words, thereby improving their ability to talk about it – and understand it. #OneSentence
This is a short story about digital marketing and cold calling. Fresh out of school, I got a paid internship in San Mateo, CA. It was in the heart of Silicon Valley, during the dotcom boom, with “NewMedia”, a print and online magazine right in the middle of the digital world — exciting, I know, […]
Even wholesalers embrace embrace value-based sales and marketing, so why can’t a B2B services provider?
Inspired by David Baker’s expertise evaluation method which asks you to name and explain at least 20 marketing insight for those you serve.
Printed copy has an interesting characteristic. It never changes. I once checked out a copy of “Scientific Advertising”, by Claude Hopkins from the local college library. Of course, it’s got exactly the same content now as when I first checked it out – and as when it was first published close to a century ago. […]
Most providers of B2B products and services think they should adopt a light sell for their service. They don’t like the hard sell because it feels bossy and demanding. Hard sell B2B marketing makes them feel uncomfortable. In fact, Ford made a killing in the 80s and 90s by introducing a car line whose entire […]
I “do” brand messaging, which is the expression in writing of positioning and brand identity. On the most basic level that means writing compelling words. Sometimes it’s useful to refer to this as just key copy, or key messages. But to really understand how brand messages are composed, you have to understand where they come […]
In the book, A Technique for Producing Ideas, author James Webb Young lays out an ideation method that is “as definite a process as the production of Fords.” I think the approach still works in the Digital era.
Standards, regulations, and rules. These are always problematic, right — really? Well, I’m not sure that’s true of the new Google Ad Grants rules that went into place on January 1st of 2018. Here’s a fact: Ad Grants–holders must now maintain an AdWords CTR (click-through-rate) of 5% or else their accounts will be suspended. There […]
UX (user experience) design is a fancy word for the age-old practice of layout, meaning how you present written content visually. And no one – certainly not designers – understands the value of layout as well as a copywriter. And whenever you make statements like this, it’s never a bad idea to cite Ben Franklin. […]
Meetings are for making decisions. No one should (have to) participate in a meeting if they don’t contribute to making decisions. And other reflections on how to tame the beast that is a business meeting.
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Just a collection of notes about my experience with digital platforms centered on CRM. As we move into a focus on 360-degree “Digital Experience”, CRM-as-the-hub still makes sense to me.
Back in the Clinton years, I interned at a publishing company in New Orleans and read “queries”, synopses of manuscripts that long-haul truckers, crawfish farmers, and microwave-oven chefs wanted to publish. That made me ask myself: what’s the value of writing about your work– does it make you think differently about it?