This is the first in an occasional (in other words, whenever I get a wild hair) series on the essentials of relationship marketing. Relationship marketing focuses on nurturing ongoing relationships with customers, instead of strip-mining prospects for one-time purchases. There have been dozens of riffs on this over the last 15 years or so, with … [Read more...] about Relationship Marketing Series #1: Create a Human Connection
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Use the language of power
We writers in English are lucky ducks. We almost always have the opportunity to choose between at least two options for a word. We can choose the elevated, elegant word that impresses, or the blunt, pushy word that has power. Let me give you an example. Two words with the same meaning. The first is fornicate. Its roots are in Latin. It's a fussy … [Read more...] about Use the language of power
Does Your Agency Make these Boneheaded PR Mistakes?
Something's in the air lately. I've seen a good half-dozen vitriolic blog posts this week about clueless PR pros, ham-fisted pitches, and birdbrained astroturf attempts. And while a journalist just throws a bad pitch away and rolls her eyes, a blogger will take positive glee in blogging your cluelessness for all to see. The Long Tail's Chris … [Read more...] about Does Your Agency Make these Boneheaded PR Mistakes?
The most powerful lever to get the results you want
There are a lot of tactics to attracting attention on the Internet. You might use pay-per-click advertising, banners, backlinks from trusted sources, a visible presence on social media sites. But attracting attention is only the very first part of the game. Whether you're on the Web or using more traditional media, you don't just want to capture … [Read more...] about The most powerful lever to get the results you want
