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.
Your Audience Takes Their Cue From You
Let’s talk about a marketing principle that is so obvious you’ll think it’s a no-brainer. But, I guarantee you’re ignoring this principle somewhere in your business. Chew on this thought for a moment: Your audience takes their cue from you as to what they should do. Here’s one of the easiest ways to see this
Great Slogans Never Require Further Explanation
When you create a brand slogan for yourself or your organization, keep this rule of thumb in mind: Your slogan should never require further explanation. The phrase should be able to be understood on its own. For example, read the following slogans and tell me if you can figure out what they mean: Bringing quality
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