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Marketing Expectations
Your customers expect what you tell them to expect, and what you don’t tell them to. Outbound marketing is largely about setting customer expectations, which we do through branding, messaging,...
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Copy Wronging
Marketing copywriters are like novelists: they don’t like critics. During a recent client copywriting process, I tighten reins on a copywriter who had soared off the cliffs of bombastic prose, painting...
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Cow Wine
Seth Godin is a wino. Well, I don’t know this to be true, but he indirectly inspired and Oregon winery to market to Seth’s precepts. I was escaping Portland’s Silicon Forrest area, randomly driving...
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Focused Reception
Both Bill Gates and Warren Buffett declared that the ability to focus was key to their success. Focus is also a key to success in marketing, but it is less about your focus and more about your...
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Cultural Connections
“Donate tonight,” said the actress at a local community theater, using a shrill and fake British accent to warm-up the audience for the evening’s production of Spamalot. “After all, it is the arts. Our...
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Cost, Effective
What is effective may not be inexpensive. Then again it may be. click to enlarge I stumbled upon two marketing maven surveys, one that reported how effective some lead generation options were and...
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Marketing Truthiness
Honesty is one of the better policies. While recently chatting with a legendary Silicon Valley CEO, we spoke about his company’s documented culture. The first two pillars of their shared ethics were...
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Nothing’s Dead
“Trade shows are dead. Magazines are dead. Direct mail is dead.” Sometimes I think young marketers are dead, but only from the neck up. When I coach startups, I often hear their leaders and even their...
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Escalated Advertising Warfare
The gray puzzle piece on my screen is a sign of why marketers are their own worst enemy. The Chrome browser allows you to disable any automatically executing media it encounters. I enabled this feature...
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Believe This
Try forcing a stranger to believe something they have never heard of before, or to abandon a belief they have held for years. Odds are you will fail at both. “Belief” is understanding without...
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