Effective Positioning Addresses Customer Needs

Often times companies get caught up in telling all about the bells and whistles of their products and services and neglect to talk about the most important element of all…how their solutions address their customers’ needs. After all, isn’t that what we are all in business to do? If we aren’t then we have a […]

The Art of Writing With Brevity

I come from the world of Public Relations, which I believe is all about succinct, clear communications to external audiences. From my years in the field, I learned an extremely valuable lesson for effective communications that has carried with me ever since and will most certainly be a constant theme throughout my career. What I […]

The SEO and Branding Power of a Topical Article

Did you know that a simple 400-800 word informational article related to some topic relevant to your business can do the following: A. Draw significant web traffic to your site? B. Put your company name in front of hundreds or thousands of prospective customers? C. Create countless links back to your site for search engine […]

How to Develop and Leverage an Effective Press Release

A press release, when leveraged properly, can be a highly effective marketing tool for businesses of all sizes. Prior to the Internet, a press release was mailed out to editors and reporters at leading magazines, newspapers and broadcast stations, followed up by an aggressive PR person trying to gain coverage for some new product, service […]

What Every Sales and Marketing Arsenal Ought to Have

Your sales and marketing arsenal is to a successful business as good bait is to an accomplished fisherman. You just have to have it! Without an effective sales and marketing machine your business will likely flounder in the wake of your competition. Like your primary competitors you must have certain tools at your disposal that enable […]

IS SHOCK AND AWE PUBLICITY A VIABLE BRANDING STRATEGY?

In the heyday of the Internet (late 90s) there was a company whose CEO did a web conference in his underwear. I don’t recall the specific company but I most certainly remember the instance. This “stunt” did effectively leverage the “shock and awe” buzz factor to garner media attention, but I can’t really say it […]

Your Branding Must Be Universal to Be Effective

With the ubiquity of the Internet today your brand must be universal and resonate across all geographic and cultural boundaries. It makes no sense to devalue your brand by pigeon-holing yourself with a country-specific look and feel and/or key messaging. For example, if you live in Spain and have your own rare-coin buying/selling business and […]

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