Be more creative, more productive, more fearless about selling, more powerful in your writing, and laugh at a LOLcat. The Difference Between Great and Average Copy. A moving little film about the difference between what you say and how you say it. (A client sent this to me saying "this reminded me of your stuff," which I thought was a pretty … [Read more...] about Linky Tuesday: October 7, 2008
Even though (with any luck) you're marketing to lots and lots of people, no one wants to be a faceless speck in a crowd. Maybe it's a result of the industrial age. Yes, we like to be in tribes, but tribes are small, intimate things. A tribe might be 8 people or 80, but it's not 80,000. The greater the scale we have to deal with in our jobs, our … [Read more...] about Relationship Marketing Series #6, Connect With One Person
When you're creating content for customers, it's smart to put it in front of a few people before you distribute it widely. But a common and serious pitfall in professional communications is letting everyone and her Aunt Mary look over materials, each feeling free to add a critique. The VP of marketing doesn't think it's sexy enough. The accountant … [Read more...] about Can Anything Remarkable Survive Your Approval Process?
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