A Call to Reason and Strategy As soon as I read this statement, I knew I’d like Linda Popky’s new book: “It’s time to move the discussion away from today’s latest hot marketing tools and tactics to what really counts: convincing customers to trust you with their business – not just once, but time and […]
An Insider’s Guide to the Membership Economy
A Review of The Membership Economy by Robbie Baxter Question of the day: Are memberships one variation of the Subscription Economy (as suggested in John Warrillow’s The Automatic Customer, which I reviewed here)? Or are we really experiencing the growth of a Membership Economy, for which subscriptions are merely one revenue model? Which is a […]
Why Marketers Should Read The New Rules of Sales and Service
If you’re in marketing, you’ve probably been influenced by David Meerman Scott’s New Rules of Marketing and PR. Originally published in 2006 (and updated several times since), it’s had a lasting impact on the practice of marketing. Now he’s got a new book out, The New Rules of Sales and Service. Again, it’s a marketing […]
Minimum Viable Messaging for Startups
Few things make a content developer (aka writer) happier than a complete product messaging roadmap. For details, see What the Writer Wants from a Product Messaging Document. We know that content development and review cycles will be smooth sailing if there’s a well-developed product messaging map at the start. But as with any rule, there’s an exception […]
What’s your True Story? (Book review)
David Meerman Scott’s New Rules of Marketing and PR came out in 2007, which seems like a lifetime ago. Now it’s a “marketing classic.” As the world continues to evolve, marketers need to be lifelong learners to stay current. In the interests of continuous learning, I’ve been reading a wide range of books and want […]
Create a quick corporate style guide
If multiple people create content for your business, you need a corporate style guide. Otherwise, you risk having a corporate identity with personality disorder. Keep a consistent voice across your content If you don’t already have a style guide, don’t fear. It doesn’t have to be a huge project. Here’s a case where the perfect […]