Here’s a brief clip with five questions to help you weigh the relative benefits of analog and digital marketing communications. It’s a companion to an article published by my editorial home, MarketingProfs.com — http://xrl.us/BeforeSend.
Selling intangibles is hard work. A lot of architects, lawyers and other professional service providers have Web sites that make it even harder.
This clip outlines seven common weaknesses of such sites and offers suggested remedies. It’s based on an article originally published by MarketingProfs.com.
The legendary David Maister was such an expert. He’d say something along the lines of “Why put your limited time and other precious resources into something so imponderable while there are perfectly good existing clients on whom to lavish your attention?”
I agree, to a point. As much as I’d like to, I can’t spend every waking hour on clients. I choose to read, think, play, eat, swim, rest, socialize and do other non-client things. (more…)
Seth Godin said it really well today. While Seth’s context was business plans, he was so right when he wrote, “In my experience, data crowds out faith.” He added, “Relying too much on proof distracts you from the real mission–which is emotional connection.”
I wish I had a nickel for every time a marketing director asked the elevator speech question: “What if someone asks, ‘What do you do?’ and you have 20 seconds to answer? What do you tell them before the doors open and one of you gets off?”
I think, therefore I am (more…)