Advertising maven Donny Deutsch looks for the human, emotional connection between a product and its audience. "The market is not an abstract entity," says Deutsch, but "real people with real desires and needs". Pointing to the "great fiasco" of the New Coke, Deutsch says the product failed because it was attempting to solve a problem […]
"Start with a brief description of the news, then distinguish who announced it, not the other way around" is one of the 10 Essential Tips For Writing Press Releases. Writing about the "what" before the "who" is good advice for blogging as well as for press releases. The opening sentences of each blog post must […]
Three marketing mavens, one message: Marketing expert Theodore Levitt told his MBA class at Harvard something bloggers for business would do well to heed: "People don’t want to buy a quarter-inch drill; they want a quarter-inch hole." "Truly successful marketers use reverse branding," blogger Ryan Karpeles emphasizes. "People rarely think of your actual brand first. […]
Blog posts tend to be more effective when they focus on just one idea, I’ve found. That idea might be: Busting one myth common among consumers One testimonial from a user of your product or service On special application for your product One common problem your service helps solve One new development in your […]
Develop Indy expects its rebranding effort to offer real results, says CEO Scott Miller. Under the old name, Indianapolis Economic Development Corporation, he explains, the organization was often confused with the state’s IEDC, frustrating staffers and customers alike. Freshbooks CEO Michael McDerment lists five characteristics he thinks good company names need: It’s easy to […]
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