Securing Sales with the Message Value Chain
Marketers are obsessed with the buying process—and rightly so. From branding to lead-generation to sales enablement, we are always seeking to cover every part of the process in our programs.
Why Business Must Connect in a Crisis
As the days at home extend, there are many suggestions out there about how to fill your former social time: binge-watching tv shows, tackling new exercise regimes or hobbies or
Your Gravitational Pull
While I have long embraced gravitational metaphors to describe my brand of thought leadership marketing, the term “gravity well” was brought to my attention by Roy H. Williams. Williams, aka
The Power of Positioning Projects
So, instead of investing your effort and attention in a “white paper project,” perhaps you should think of it as a “positioning project.” Not only does this reflect the wider
Seeking Secrets of Customer Attraction? Start with the 5 Elements of Insight
Let me offer five types of content — what I call elements of insight — that I believe can be not only relevant but compelling and actionable. Among them: Frameworks
Own the Issue, Engage the Audience, Master the Market
Where are you today and where do you want to go in the future? Where, most importantly, do you want to take your audience? Given the issues you identify, what
