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
communication
Build a better elevator pitch
We all know what an elevator pitch is, right? You’ve got 20 seconds to sell something as the elevator goes from the lobby to the 8th floor. What do you say? Sales pros, entrepreneurs looking for venture capital, chamber of commerce networkers scrounging for customers (even though every one of them is there to sell, not buy)--an elevator pitch is … [Read more...] about Build a better elevator pitch
What Problem Do You Solve?
One of the more useful ways to look at the world through your customer's eyes instead of your own is to ask what problem you're solving. If you're Apple, you can create a product that solves the "I don't have that object, and now that I've seen it I desperately want it" problem. Jimmy Choo solves that problem … [Read more...] about What Problem Do You Solve?
Welcome to the brave new world
Remember that little Meatball Sundae post I made, about how you do something that isn't very smart and it's spread enthusiastically by millions of typing monkeys all over the Internet? If only I'd had the benefit of this example. (With thanks to Burns Auto Parts for the pointer, and their link.) Well-known site steals an image from Flickr … [Read more...] about Welcome to the brave new world
