The value proposition behind generic, no-name products is that consumers save money because they're not paying for marketing campaigns or branding expenses. At the same time, they're able to choose products that are as good as a name brand, or at least good enough.Read More
At an American Marketing Association presentation I recently attended, my ears perked up when the presenter, Tom Martin of Converse Digital, recommended using a technique he called “aikido selling.” Now, I’ve been training in aikido, a Japanese martial art, since 1997. My rank is currently shodan (1st degree black belt), and I’m an occasional instructor at Aikido of New Orleans, the dojo where I practice. Needless to say, I’m quite familiar with aikido.Read More
You wouldn’t build a house without a blueprint, would you? OK, I probably don’t have many architects among my readers, but if you did build houses, you’d want a blueprint, right?
Or to change up metaphors, you wouldn’t drive from New York to California with only a general sense of which direction west was? No, you’d want a map. Otherwise, you’d be confused about which roads to take, and you’d most certainly get lost along the way. Backtracking and indecision paralysis would make the trip take much longer, and you can add in a dose of frustration for more unpleasantness.
Any task with many options would benefit from some sort of road map, so to speak. That’s why it’s essential to create an outline or some sort of organization scheme before writing just about anything.Read More
Although content is an essential aspect of just about any modern marketing endeavor, truly valuable content doesn’t just add more dreck to the digital pile. Good content is about quality ideas—ideas that are helpful, humorous, interesting, or illuminating. Whether you’re writing something as short as a Facebook post or as involved as a white paper, the good ideas underlying what you write are what make it worthwhile.Read More
Major corporations like Wells Fargo wish to portray themselves as good corporate citizens, but the banking giant's recent scandal revealed how it had a habit of scamming customers. Then its leaders tried to shift the blame to low-level employees. In light of these ethical breaches, I was interested in seeing how Wells Fargo publicly depicted its values to the world.Read More
A core principle of website usability is "Don't make me think." In other words, visitors to a well-designed website should instinctively know what's what. Ideally, they know at a glance where to click to get to the information or functionality they're seeking. The same idea should apply to marketing messages as well. Don't make the reader think.Read More
The U.S. presidential season grinds on, but let's take a moment to reflect on the branding of one of the drop-outs, the ex-candidate with dubious punctuation. That would be a certain John Ellis Bush of the exclamation mark. In other words: Jeb! [...]Read More