Archive | April 2013
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When a marketer begins his or her work, the mission seems clear enough. “Promote this product or service. Create sales.” In principle, this seems easy enough. In order to promote a product or service, you can focus on features and/or benefits. The approaches are slightly different. Promoting a product’s features means you can emphasize what […]
Recently, we talked about how daunting the development of a white paper can be. Undoubtedly, the prospect of developing a webinar can seem even more intimidating. A white paper can make its case without interruption, does not depend on live streaming, and questions can be pondered without the pressure of needing to reply on the […]
You get a phone call or an email from your client or your boss. “I have a great idea for our campaign,” they say. Sometimes you might get a layout or you might get a call for a new brainstorming campaign even though you are already in progress. “It’s not the client’s job to plan […]
You’re sitting in your office when your phone rings. You pick up, preparing for a cold call from some random IT company or magazine. What you hear on the other end of the line instead is a person who has “heard good things about your business.” They are working on something they’d like you to […]
These days, efficiency seems to be the name of the game. Or at least one of the names. With everyone trying to cram more and more productivity into less and less time, this is not surprising. Every week it seems like there is a new tool intended to optimize efficiency, whether it’s an email application, […]