Artisan Blog: August 2008 
Have you ever bought something because of a mission statement?
Recently, an older post on The Essential Message blog caught my attention. In it, Michel Neray points out that no one has ever bought anything because of a mission statement. And as someone who has massaged and crafted mission statements, messages and taglines (and who has sat through more visioning meetings than I care to remember), I relate to what he's saying.
So many of these statements are bloated, meaningless and filled...
Article marketing may be a hot topic among Internet marketers, but it's really just an old idea. One of the best ways to showcase your expertise in an authentic way is to write articles and place them where your clients and your peers are likely to read them.
This is one area where everything old is new again.
Professional services firms, academics and businesspeople in nearly all sectors have been made article marketing an important part of their marketing practices for years. It's...
Seth Godin, one of my favorite writers on business topics, writes today about money and motivation. And he really gets to the heart of the matter on messaging and marketing.
He writes:
No, people (most people) don't do things only for money. There's
usually a minimum threshold that gets someone to pick a job and stick
with it, but beyond that, the things we do are expressions of who we
are and what we love and the impact we wish to make, not selfish acts
designed to earn a few extra bucks...
Are you happy with the message you’re putting out in the
marketplace?
Well, it’s time to check in. Get your marketing collateral
on the table. Rethink that campaign you’re working on. Take a good solid look
at whether your current messaging is getting you where you want to go.
(Or, as I heard from a recent client, maybe you don’t know
what your message really is?)
Fear not. Whether you’re fine tuning or starting from
scratch, bring these three things to the table and you’ll be well on...
