Artisan Blog
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Brands, messages, core values. We marketing types often get accused of throwing around buzzwords like these. We like them. We coin new ones all the time. And often, we expect our clients or those non-marketing folks in our offices to know what the heck we're talking about. But the reality is, you can throw away the fancy terms and focus on one thing that is simple to understand. And that one thing will help your business.
Guaranteed.
That thing is called a key message. And it's what...
Just finished up my contribution to CreateAThon 2008, an event that my good friends over at smith&jones in Sturbridge, Massachusetts, look forward to every year. It's a 24-hour marathon of creative work for deserving not-for-profits, fueled by caffeine, food, cameraderie, talent and a community spirit.
As most folks know, I have a soft spot for not-for-profit marketing. After all, I lived it for several years. I've experienced firsthand the mantra of so much to do and so little...
I was interested this week to participate in a B-2-B webinar with
David Meerman Scott, author of The New
Rules of PR & Marketing. And, as usual, David said something
interesting.
This time, it was the idea that an e-book is essentially a glorified
white paper.
Recently, I worked on a series of white papers for a client.
After they were finished, the client gussied them up with some eye-catching
designs, essentially turning them into high quality printed mini-books, rather than the...
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...
