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As a presenter, shift away from expressing your individual style of communicating. Instead, adapt your presentation to the audience’s style of decision-making.

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f you want to get across just how important Web metrics can be, here's what you need to explain to your boss, depending on what type of boss you have.

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Here's how you can differentiate your list from your competition's and command an even higher CPM.

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The challenge comes in extracting your knowledge, and turning it into a publication-quality article with the least pain and effort.

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Should every company be adding a blog to its site?

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ind out the precise psychological reasons why headlines entice us.

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When a brand goes online, what expectations do consumers have? What information is anticipated? Motivating?

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nderstanding the way consumers evaluate whether or not a brand extension "fits" with a core brand is central to the success of the brand extension. Often, marketers misunderstand the way their customers think.

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Here's a number of processes you can put in place to ensure that your site is both fresh and compelling.

CONTENT TYPE: Article | TOPIC: Writing

Compelling quotes are not happy accidents; they are gems mined from logically-ordered transcripts of well-planned interviews.

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Chris's theory of communication -- whether he's the reader or writer, the listener or speaker -- is that both sides need to reach beyond themselves to make any kind of meaningful contact. That's especially true in marketing.

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In an industry with much product commoditization, brands help distinguish competitors in the mind of customers. How does the concept of branding translate online?

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Here are some of the dynamics and concepts that contribute to a cogent value proposition.

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ow can a company become a contender in a marketplace when its individual brands do not have comparable recognition and reach?

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In our enthusiasm to measure clickthroughs, pageviews and revenues, we seldom stop to consider the cost of our Web site content. Even if your page count is only in the hundreds, you must have a general rule of thumb for calculating the cost of creating content as well as a general rule of thumb for measuring the return on that investment.

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Marketers focused on cutting costs and driving business growth with minimal spending don’t view Web site updates as a critical element of their already reduced budgets. Bad move.

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What if you posted a sign that read, “How’s my marketing?” Would you like what you heard? And would you know what to do with the information you got back?

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While the Dallas Mavericks came *this close* to the NBA finals, the better story is how Mark Cuban bought a clunker of an NBA team in 2000 and overhauled it into the best -- operationally and marketing-wise.

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If you are thinking you can acquire new clients with email -- forget it.

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Here's some advice for an outfit that wants to go beyond its current niche, but isn't sure where to begin.