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If you want to improve the response rate to your direct mail, the answer may be as simple as making a better offer. To paraphrase Don Corleone: Make your customers an offer they can't refuse.

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Old news: Green products don't work, and consumers won't pay a premium for them. New news: Investment in environmentally preferable products and technologies can lead to a potent new source of innovation and competitive advantage.

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Writing for business-to-business lead generation is a balancing act: On the one hand, you want as great a response rate as possible; on the other, you don't want to clog the sales pipeline with useless leads—people who don't have the authority, interest, or money to buy what you're selling. Here are five pragmatic ways for you to increase your success rate with the prospects who matter.

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What gets a resume more than a 10-second glance? What's the surest way to impress during an interview? Scott Davis, Senior Partner at Prophet and author of two widely acclaimed books on branding, offers must-read career insight.

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Customer experiences are the foundation for competitive differentiation, value creation, and brand identity. While some companies create emotion-driven customer experiences that leave an impact on shoppers, others create "co-production" experiences in which customers are active co-producers. Here's how it works.

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Pay-per-click (PPC) advertising is not just the marketing flavor of the week. It is a very profitable way to get prospects to Web sites for a long time to come. It is direct marketing at its purest. To succeed with PPC, you need to apply all the rules for media, offers, copy, and testing. Here are 10 sure-fire tips.

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When you're setting the price for physical goods, particularly commodity goods, you may not have a great deal of flexibility. But if you are selling something less tangible—like a service, a subscription, a seminar or downloadable report or book—the range of prices you can charge is very broad, and often surprising.

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Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about. Here's how smart companies are responding (and how your organization can, too).

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We've never seen a CEO who wouldn't sign up for customer loyalty, customer focus, and just plain improving things for their customers. It's getting them to drive the company to do something about it that's the challenge. A number of telltale signs determine pretty quickly whether a company is serious about the job or not—beginning with the CEO and leadership and cascading all the way through the ranks of the company.

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The Olympic flame has been temporarily extinguished, the athletes have gone home, and the sidewalks of Turin are quiet again. As we look back at the highs and lows of the winter games, there are three definitive business and marketing lessons to be learned.

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Shopping portals, comparison-shopping sites, and search engines allow merchants to promote increasingly detailed merchandising offers with the goal of cost-effectively increasing brand visibility, acquiring new customers, and driving incremental revenues. But how does an online retail merchant ensure that third-party shopping destinations and other referral-based merchandising channels contribute to the bottom line?

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The aggressive drive to be the number-one search result in Google continues to change the nature of communication. No one is feeling that more than today's copywriters. In less than a decade, many copywriters have fundamentally changed, or felt pressured to change, their approach to the craft. They have learned that some traditional communications tactics don't register well with a greasy machine named Googlebot.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The corporate graveyard is full of onetime leading businesses that lost their competitive edge by failing to keep current on their competitors. Think of the classic story of Digital Equipment Corporation, with its once technical superiority turning into organizational chaos, or the various bloated airlines, with cost structures and business models that were vulnerable to competition long before 9/11. Here's a test of your own organization's competitive market strategy.

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Here's why tapping your top-volume clients for further growth doesn't always work. The truth is: you need to cast a wider net.

CONTENT TYPE: Article | TOPIC: Writing

Not all site traffic is good. Like automobile traffic, sometimes traffic is just... congestion, and just gets in the way of those who you really want to come your way. How can marketers target the *right* sort of traffic?

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Even those familiar with SEO have common misconceptions about its value in B2B marketing. Frequently, I encounter prospects who understand that achieving a high ranking on a search engine is a valuable marketing tool that can make an impact on the bottom line of a business, but they mistakenly believe that is actually the case only if that business sells something online. Not so.

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Brand extensions represent a way to leverage a brand's assets and equity to market new products, increase sales and hopefully, profits. While there can be significant strengths to brand extension strategies, there can also be significant risks in diluting or severely damaging the brand. There is a great deal at stake, and companies should always proceed with caution.

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Writing an effective questionnaire is not a task for novices. At the very least it requires an understanding of four basic issues.

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Every marketer has by now heard the terms viral, buzz and word of mouth. Some will even have noted terms such as brand advocacy, advergames, blog marketing, influencer panels and consumer empowerment seeping into the industry's vocabulary. Collectively, the latest shift in thinking in the world of marketing has been termed "connected marketing." But what exactly is connected marketing and why are advertisers so interested in it? More importantly, how can marketers manage and measure it?

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The Web has changed the rules for press releases. The thing is, most old-line PR professionals just don't know it yet.