Can your self-esteem impact your business?
How does an individual or organization overcome a self-esteem problem?
The Fantasy of Fanatical Customers
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?
How to Create Effective Case Studies
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
The Ultimate Marketing Weapon: Convincing Case Studies
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
Boring Books in Search of a Miracle
Not long ago, I spoke to a room full of writer’s who found it difficult to create a compelling hook for their books. Every description they developed was too bland – even when judged by the other authors in the group.
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