Artisan Blog
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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...
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...
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...
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...
