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Go-to-Market Messaging
A few decades back (yes, I’ve been in this business a while) the sales execs at SAP (where I worked) talked about their “golf course lead” – which usually arrived on Monday morning. Way before the days of social media and internet marketing, one of the top tactics for filling sales funnel was the cold...
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email marketing
Thinking about a Japanese garden brings images of simplicity, order and calm – a well-placed rock, a pool, a small grove of bamboo focuses the mind. To quote one authority on Japanese gardens, “The minimalist approach applies to all aspects of gardening. The overall design should have smooth, clean lines and no unnecessary flourishes… with...
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go-to-market messages
“All the great inspiring leaders and organizations in the world … all think, act and communicate in the exact same way, and it’s the complete opposite to everyone else.” So, starts a remarkable and thought-provoking TED talk given by Simon Sinek. As Sinek points out, most organizations can describe WHAT they do – the familiar...
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We craft ourselves a nice piece of content, do proof reading, add graphics, and we’re ready to go – perhaps not knowing that inside every piece of content are little “bombs” waiting to explode.  Well, not bombs exactly, but “signals” that directly impact the ways readers respond. Consider signals as components of content – with...
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marketing message be familiar
We are bombarded by thousands of marketing messages every day – to survive the daily onslaught of information we selectively process and recall just a handful.  It’s estimated that of the thousands of messages we see and hear on a daily basis, we remember just four.[1] For content marketers, that’s a huge wall of noise...
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You’re driving down a deserted road when your car hits a pothole and the engine cuts out. The car slowly rolls to a halt by the side of the road. You’re alone, there’s no cell phone reception and there’s no building for miles. You have the choice of trying to fix the problem or sitting...
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A friend of mine recently wrote, directed and produced a movie. He’s a very talented guy. He didn’t have a lot of funding, so he had to get the filming done with a minimum number of ‘takes’ – ideally, each scene complete in one shot. With this goal in mind, he created an extremely detailed...
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What is an elevator pitch? It’s that short, concise sound bite that explains what you do. It’s a verbal presentation about the products and services you take to market. It’s the time it takes to ride an elevator from the first floor to the boardroom at the top of the building. Not so long ago,...
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A sign outside a pub in Ireland reads: “Husband Crèche. Is he getting under your feet?? Why not leave him here while you shop? Free crèche, just pay for his drinks!“ The word “crèche” roughly translates to a child’s day care center. I love this sign, and not just because it sits outside a pub...
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How many times has a lead generation program produced poor results? I’d guess it happens a lot more than you’d like. You just can’t get prospects to engage, return calls, or enter into a dialogue.  It took a recent earthquake to give me a few ideas on how to get things rolling. A little over a...
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