Posts tagged as:

communication

Do as you say in your marketing

02.03.2011
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Though “actions speak louder than words” has become a cliche, the meaning of the phrase remains as relevant as ever. You can say whatever you want in your marketing communications, but failure to follow through on your promise will hurt your integrity. You can take three approaches to this: Under-promise and over-deliver: Consistently exceeding your [...]

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Describe, command, ask: The 3 types of taglines

10.27.2010
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Each type of tagline has its pros and cons (see also this alternative tagline classification). Descriptive taglines Descriptive taglines describe the brand or product: ‘what we do’ (“We bring good things to life.” –General Electric), ‘who we are’ (“The happiest place on earth.” –Disneyland), product features (“Melts in your mouth, not in your hands.” — M&Ms.), product uses [...]

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Tagline is as tagline does: A classification

10.26.2010
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The process of creating from scratch a brand for my new venture GoodBookery got me thinking about taglines. Should you or shouldn’t you use one? If you decide to go for it, what kind of tagline should it be? And, how do you create a great tagline? “The idea behind the concept is to create [...]

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Can you see the forest for the trees?

04.22.2010
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What a better time than Earth Day to ask that question. I’m talking about your marketing, of course. A few recent conversations have cemented my resolve to make sure your, and everyone else’s, answer is an earth-shattering “Yes!” Yes, I can see why I first must know what my hedgehog concept is — the one [...]

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Save the kittens: Move from presentation to conversation in B2B sales

04.06.2010
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If you’re a business-to-business company in industries like consulting, accounting, creative services, or certain parts of real estate, you conduct sales calls to get business. But if you’re like me, sales calls are one of the least favorite parts of your work, a necessary evil. “A meeting with a prospect with the purpose of generating [...]

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Are you a pitcher or a teacher?

03.29.2010
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I see this at professional development events all the time: A speaker gets asked to share her opinion, expertise, experience, or other kinds of wisdom, and what the audience hears instead is a pitch – for the speaker herself, for her product, or her company. I’m sure you’ve experienced it yourself, and it probably made [...]

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How to “Reduce” in your marketing communications

03.18.2010
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This is the fifth post in a series on improving the environmental sustainability of marketing communications. Previously: Measurement; A model; Rethink. Today: Reduce. *** After the difficult initial step of rethinking your marketing, Reduce may seem temptingly simple: Decrease the consumption of energy and materials in what’s left in your marketing communications mix. There’s more to Reduce than meets the eye, [...]

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