Do you use email every day for marketing and outreach? Not every email is the same - there are a number of different types, each with a different goal. How many have you used? Great marketers know that using the right stimulus at the right time will yield the desired results. Using marketing emails [More]
Have you ever felt that you were being "sold" to? Perhaps an over-the-top marketing campaign, or perhaps a slightly-too-pushy salesperson? If so, then you're not alone; the question, however, is why. And why do organizations so often encourage such off-putting activities? Some of the obvious reasons: The momentum of the [More]
In 1903, Elias St. Elmo Lewis coined one of the most important marketing frameworks: AIDA. It has stood the test of time, and has helped many marketers more strategically plan their campaigns. AIDA is an acronym for Attention, Interest, Desire, and Action. But is AIDA intrinsically flawed, or at least [More]
How do you determine the ROI on your marketing and sales investments? The standard formula is simple: divide the return, less investment, by the investment. A marketing campaign costs $1000, and reaches out to 1000 prospects. Five per cent of these respond, generating $1000 profit, for an ROI of zero: [More]
Frameworks and models are a great way to unpack a challenge, and often provide clues as to how it might be solved. Here are three that I have written about extensively in my books... but never together. Model One: One of the most powerful real-world networking techniques is called "give-to-get". [More]
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