You invest in events, send out emails, educate, and send invoices. But how well do you really know your target audience? Beyond the basic demographics, perhaps not as well as you might think. Test yourself: how do you think they would answer the following questions? If asked to describe [More]
When you write, does everything that you put down on paper - or come out of your mouth - deliver exceptional value? Or is there a certain amount of low-value filler that invades your communications? There are three strategies that can significantly upgrade your value in the eyes of your [More]
If you are reading this, the chances are very high that you understand English. But what if you didn't? What if your target audience didn't? Or what if your target audience did understand, but felt more comfortable in their own mother tongue? The obvious solution: translate your content. The not-so-obvious [More]
How often do you read a blog post that was just not relevant? Or from the blog writer's perspective, how do you make sure that your content is relevant, makes a difference, and achieves its objectives? At a high level, there are three key steps that need to take place: [More]
Looking to grow your organization? If so, a key question is this: Where are all of the "new" zip codes? The ones that live in different sectors and geographies? The ones who come from different cultural backgrounds and different generations? The first-time bums in seats? One thing is for sure: [More]
Yes, we do market research. In fact, for many years I have published industry benchmarking and digital best practices research. So it might be surprising to read a post about when - and why - market research should not be done. At its core, the rationale for market research is [More]
Most entrepreneurs have a secret that most larger organizations have sadly forgotten: Cut your costs and you'll make more money. And in no other area is this more true than in the area of marketing. Why is this? 1) Momentum of the past: If traditional advertising and promotion have always [More]
What happens in Vegas, stays in Vegas - and what happens on the web, stays there forever. Yet even when files are deleted from the server (which they often are not) the content is always available, if only you know where to look. Before answering the questions of how and [More]
How often do you research a product online, and then purchase it at the store? Or, check out the product at the store, and then use the internet to make the purchase? If so, you're not alone. These newer consumer behaviors are both the new reality for retailers - and [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]
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