Artisan Blog: July 2008
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July 25, 2008 - 2:51pm
I was talking with a friend the other day about a topic that's important to him personally. At one point in our discussion -- in the middle of a sentence -- he suddenly stopped and switched gears.
"What I'm really trying to say is,..." And then he made a clear, eloquent statement. Immediately, I understood. Somehow, though, it had taken us 30 minutes to get to this point.
Now, let's admit it. We all do this on occasion. Sometimes important personal matters can be hard to...
July 18, 2008 - 4:26pm
Think white papers are just for high-tech companies? Think
again.
Savvy service businesses are rewriting the rules on
marketing and exploring educational marketing tools like white papers to
educate clients and position their businesses for growth.
Business white papers are often shorter and less technical
than their government or technology cousins. Their goal is to speak to the
challenges that your audience is facing and offer valuable solutions or
expertise. Notice I didn’t say sell...
July 10, 2008 - 6:55pm
I was talking to a client the other day about something we both feel strongly about. Something that has a huge impact on the effectiveness of your copy, your overall message strategy and even your brand. Something we're all born with and yet we often hide when it comes to business.
Emotion.
Unfortunately, emotion and our ability to empathize can be the first things to go when service businesses start talking about Marketing with a capital M. Suddenly, everyone's trying to sound good (or...
July 3, 2008 - 4:51pm
Marketing independence, you say? What does that mean? I'm talking about letting go of the ideas that keep you stuck in the same unsatisfying definitions of what your marketing message "has to be".
In honor of the July 4th holiday, this week I want to share four tips for leaving your old rules behind and freeing yourself to think differently about your business' marketing message.
1. Stop following the competition. Yes, you should know what they're doing. And yes, you should...
