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by Jonathan Kranz
In 10 years of copywriting and consulting with clients, I can't think of a single instance where a traditional print ad made a meaningful contribution to a client's marketing and sales
Not one. (Okay, perhaps one or two. But these were very deep-pocketed clients who could afford to commit to ...
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by BL Ochman
"Free beer for review!" said the
I don't drink, but I always love to see how products are marketed. I'll write a review, I said, after I get a friend or two to sample the beer, which, strangely, wasn't named in the
The next day, a box arrives, containing this ...
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by Andrea Learned
Adam Sternbergh wrote a fun and insightful piece for the April 3, 2006 issue of New York magazine, entitled "Up With Grups*." In it, he
...about "a brave new world whose citizens are radically rethinking what it means to be a grown-up and whether being a grown-up still requires, you ...
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by Laurel Delaney
Think small and global marketing becomes a mouse-click away. As early as 1985, I started to view markets outside the USA
...the future of our business. We even put global, trading and sourcing in our company name. That vision, along with the new facilitator called the Internet, has broken down ...
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by Seth Godin
Britt Isaac writes in with this great before and after case study of a Super Bowl
Start with this about American HomeHealth Inc. of St. Petersburg, FL. Apparently, they blew their entire wad on the big
And now?
If they had spent the money over the course of a year, ...
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by Mark Vanderbeeken
Adam Richardson, strategy director at frog design, reflects on the fact that ten years ago this week, Palm Computing debuted the Pilot
"1996 seems like eons ago, but the major PDA market has been around for a very short amount of time, really. The primitiveness of that first machine is ...
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by Leigh Duncan-Durst
A recent study questions the ability of individuals with M.B.A. degrees to contribute to outperforming companies, adding fuel to the debate over the value of modern-day M.B.A. programs. What's missing in today's M.B.A. programs?
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by Jeanne Bliss
CEOs no longer need to be convinced of the importance of developing relationships with profitable customers and keeping them around. What they need now
...a way to accomplish this feat. Some are considering the creation of a C-level position to drive the
Suggesting a "Chief Customer Officer" may seem frivolous ...
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by Elaine Fogel
I've never been at a loss for words in my life. Even in ninth grade, I remember my French teacher, M. Depigny, chastising me for talking too much and sending me to the
Yes, the corner of the class in ninth grade! OK, so he was a
And on my ...
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by Michael Perla
This is a good piece in the CMO of Avaya - a $5B Telco out of Basking Ridge, NJ. A couple of lines I liked She'd rather be in the field than be "someone who is pretending to do marketing in an office in headquarters," she says with an inflection ...
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by BL Ochman
If you believe the media reports, just about everyone is either reading or writing a blog at any given moment. You don't have to join them. Here are the top 10 reasons not to
...a company
You can't control every message on a blog. (But message control has always been ...
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by Eric Frenchman
On Thursday, CNETnews.com published an article titled Blue-chip Ads, Red-light Content and it really fired me
The article described how the New, New, Really New AT&T had online ads running in mature sites next to sexually explicit videos. Plus, AT&T wasn't the only one mentioned in the article; Apple, Verizon, ...
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by Gerry McGovern
One of Amazon's biggest sellers in recent months is Heart Surgery for . The world is now full of Do-It-Yourself (DIY) heart
The concept is Save money by doing your own heart surgery. Each book comes with a free scalpel, needle and thread, a pair of gloves, and a large ...
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by Seth Godin
A. Well, it
It's a classic basement inventor dreams up an idea, a product, a concept for a movie or even a new slogan for a
He's sure, certain, positive, that the idea, in the right hands, has huge legs. And it's the idea that matters,
"This fishing lure is ...
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by Jonathan Kranz
Certainly benefits and features are the fuel of any sales or marketing effort. But I'd argue that the fire -- the emotional wallop that elicits response -- is usually in the
Sometimes it's a big A young radio enthusiast with Morse code skills is toying with his set late one ...
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by Roy Young
There are more and more women in marketing. But why? they are good at it. Of course, many of the more skeptical may say it's because "they can." They say the field is more open to women, unlike engineering and
A convincing case is made by Patricia Hume -- Global ...
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by Tig Tillinghast
When I started out in advertising in the early 90s, there were still a few old schoolers left at my very old school shop, Leo Burnett. These were the three-martini-lunch guys, but there was a lot to learn from them - some of it about marketing. These guys (and make ...
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by Gerry McGovern
The shift in how search engines treat keywords is significant. Now, they tend to ignore the keyword meta tag and rather look for keywords in the actual page content.
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by Amy Gahran
If you’re writing a white paper, issue brief, article, analysis, or report, what’s the best way to conclude that document?
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by Lee Marc Stein
The fulcrum of this headline is the word “these.” You absolutely must read further to find out what the mistakes are.
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by Gerry McGovern
What’s the single most important thing that could improve the Web?
It’s not broadband. It’s better writing.
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by Gerry McGovern
Here are 10 rules for writing effective web content.
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by Suzan St Maur
After the agony of attempting to make offline text work online, we’ve finally turned the tables.
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Here’s how to write copy to nudge the brain in just the right way.
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