Many marketers who work for businesses, non-profits, and book publishers think that fanatical customers are critical to growing a brand, but is focusing on attracting only raving fans really the best strategy to grow a brand?
Archives for November 2015
In last week’s post, I explained why case studies are the ultimate weapon in your marketing arsenal. That’s because nothing you can say about yourself is more powerful than what happy customers, donors, or readers say about you. Let other people sing your praises and build your credibility. To be clear, a marketing case study
There is no better weapon in your marketing arsenal than a convincing case study. Here’s an example. Earlier this year, I helped a publishing client revive consumer interest in a 23-year-old backlist book. Our efforts were so successful that the book made the New York Times bestseller list for the first time in the book’s