No one cares about you - they care about how you can solve their problems. Write for your readers. These two expressions epitomize the most important marketing concept: relevance. How often have you seen a post, picture, tweet, or comment that adds zero value? Or where the signal-to-noise ratio is, [More]
What's your reaction when you read a company newsletter, instruction manual, or other corporate communication? Do you think it is plastic, anti-septic, and homogenized? If so, you're like most people - they see corporate-speak as fake, and they can sniff it a mile away. The best communicators have always known [More]
What do you do when you are disappointed with a product or service that you have purchased? Most people turn to the web: a quick check on Google solves many problems. And a few choice words on Twitter or Facebook can let everyone know about the experience. From an organization's [More]
Have you ever been in a situation where despite your best efforts, you cannot make headway? Or where you feel like a fish swimming upstream? This inertia - resistance to the new - is a key reason why implementing change is so difficult. It's also why selling new products to [More]
Have you ever felt that something was missing with your digital communications? That your Tweets, Posts, and Status Updates were being disregarded - almost as if you are speaking to an empty auditorium? That you may have lots of "friends", but it seems that they are more absent than friendly. [More]
Facebook now has over 2.5 billion users - an astounding number. On the other hand, you (or your organization) may have but 1000 or 10,000 - hardly a dent, and at best, a rounding error. Whether your number is on the lower side or hovering at a billion, this singular [More]
There is no shortage of call centers working hard to sell SEO (Search Engine Optimization) services. Some of them are small fly-by-night operators, while others work at the venerable Yellow Pages. Sadly, many organizations (and people) succumb to these pitches, and spend significant dollars each month chasing a top ranking. [More]
How often are you disappointed by poor service? For most people, the answer is too often. The reasons for poor customer service range from poor hiring, ineffective (or invisible) training, poor attitude, and inadequate resourcing. Most customers don't really care why - they'll vote with their feet and leave. They [More]
Are you an information thief? Have you ever plagiarized, pilfered, or "borrowed" someone else's knowledge or reputation? And has someone ever done this to you? Thanks to Google, we have the entire internet in front of us; it is too easy to use others' information without their knowledge or permission [More]
How long is your attention span? How long is the attention span of your clients, colleagues, or kids? The conventional wisdom is that it is very short - 30 seconds - the length of a typical TV commercial. Supposedly, the attention span of a Gen-Xer is even shorter. Thankfully, both [More]
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