Storytelling in Business: Using narrative to build your brand

Looking for ways to capture an audience? Try telling a compelling story. Human beings are hard-wired for narrative. It starts with the nursery stories and fairytales we hear as children. By the age of 4, most people understand the basic Aristotelian arc: beginning, middle, and end. We know to anticipate — and yearn for — […]

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WIIFM: Your marketing mantra

WIIFM (What’s in it for me?). If you’re a marketer, WIIFM should be your mantra. You should be asking it about everything you create. Knowing, of course, that the “me” in “What’s in it for me?” is not “you” — it’s your customer. Your audience. Your user. Your recipient. Your prospect. Your reader. Your donor. Your investor. Your member.

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Is Your Brand Bland?

How long has it been since your brand had a checkup? When was the last time you put on your official-issue marketing lab coat and gave your brand a full-scale physical — from top to bottom? If it’s been a while, you may be in for a surprise. Symptoms like low energy, loss of interest, […]

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Your Marketing Budget: Asking for an Increase

Getting a marketing budget increased? If you’ve spent wisely in the current fiscal year and can show beneficial results, you’re in a much better position. If you can demonstrate strong competitive pressures that can be addressed through additional marketing spend, all the better. Here are five steps to kick-start that all-important request for additional funding.

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Communicating with Investors

The days of ho-hum standard-issue investor communications are over. It’s a new investment community out there — with younger, more connected, more tech-savvy investors — and they expect more from you.

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Humor in Business Communications

Have you heard the one about humor in communications? It’s funnier — well, at least more effective — than you might think. Humor can be an effective tool whether you’re talking to B2B or B2C audiences. Here are six serious tips for transforming business-as-usual communications into effective funny business.

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Brevity in Communications: It’s Beautiful

Brevity isn’t only beautiful aesthetically; it can also affect the bottom line. If your company’s communications aren’t hitting their intended target because they are wordy, vague or too detailed, they could be costing you business.

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Headlines: Read all about writing them

Often formulaic, frequently unimaginative, and sometimes just plain terrible, headlines are among the most underappreciated of marketing communications tools. Of all the words on your website, brochure, print ad, packaging, or sales letter, the headline is unquestionably the most important. How do you make sure your headline lets readers know that your product is worth their time and money? Put your investment to the test with these five simple questions.

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