Sep 05, 2013
Now that I have your attention…
Sorry, there isn’t one. In fact, there is never a generic answer to any questions related to starting and sustaining a successful business.
Of course my bank account would be healthier if I’d just tell people there was a no-fail solution…and for only $1995.00 I’ll send you the binders, full of easy, no-fail templates. (And, I’d be sure and write the fine print in itsy-bitsy type, so when the binders didn’t do the trick, it would be your fault, not mine.)
Aug 27, 2013
Citi, American Express, and CenturyLink - here’s lookin’ at you, kids.
1. Send out wave after wave of direct mail pieces, with the recipient’s name misspelled, to a long-time customer. Who now wonders why she can’t get the same extra, special deal as a new customer.
Bonus points if you also have the wrong company. (Hint: I’m not Mary Smith and it’s not been Mary Schmidt & Associates for over six years.)
Double bonus points if your marketing hyperbole doesn’t match your actual product
Aug 21, 2013
WRITERS ON WRITING; Easy on the Adverbs, Exclamation Points and Especially Hooptedoodle (Elmore Leonard, NYT, 2001)
In honor of Elmore Leonard, one of my favorite writers - here are his ten rules for fiction writing. However, they apply to any form of written communication - from business plans to marketing brochures to web copy.
1. Never open a book with weather.
How this applies to your business writing: Of course, you (probably) wouldn’t start your web copy with “It was a dark and
Jul 18, 2013
I saw a headline recently, “Will Big Data Replace Marketing?” I nearly sprung a muscle with the eye roll. Certainly, data can be very useful…if it’s the right data ...and it’s correct. And, the analysts interpret it correctly. (Logic? Schmogic! Even Mr. Spock could find an ever-so logical reason to go gonzo when Kirk got himself into trouble again and needed rescuing again, at the risk of a world, hundreds of crew, or even the entire universe. We all make decisions based on emotion and then
Jul 15, 2013
In no particular order…(I was recently forcefully reminded of these when I posted on our neighborhood’s Facebook page. I noted that, while I love cats, there was, in fact, a city ordinance against letting them roam our urban area. Well! I was “nasty,” “awful”...etc. etc. The “debate” re indoor versus outdoor cats is every bit as heated as stay-at-home versus working moms. The claws come out and the petty, self-defeating - um - cat fights begin.)
1. Your readers will understand the intent
Jun 03, 2013
I get emails. Some good. Some bad. Some absolutely terrible. Most of the bad and absolutely terrible come from - ahem - supposedly professional PR and marketing people. I always feel badly because I know that somebody shelled out good money for the bad and terrible (...and has now damaged their brand. Hello? Weber Grill, please stop spamming me! Really? On my biz email?)
Of course, if I listed every ugly, bad, no good subject line, we’d be here - well - forever. So, here are the worst from
Apr 09, 2013
Yes. I said “love.” The boring old phone company. The one with complicated billing, outdated infrastructure and customer service outsourced to India. Yes, that one.
The company responded, acknowledged and acted. They treated me with respect. So, how did I work this miracle? I wrote a snail mail letter to the tip-top CEO. I then copied the letter in an email to one of the corporate media contacts. (TIp: Can’t find a corporate level contact? Look at their media contact lists.
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