On a recent flight to San Francisco, I rediscovered some great messaging hacks from the daughter and business partner of the man who “invented” positioning. I was reading her new book about the most successful consumer advertising slogans of all time. The more she talked about the techniques used to create these B2C messages, the more I thought about how well they translate to B2B messaging. The book is called Battlecry, by Laura Ries. In … [Continue reading]
When bad news happens to good marketing messages
Your core sales and marketing message is supposed to be evergreen. Sure, some details may change. But at the heart of your message is a fundamental brand positioning that should stand the test of time. You repeat it over and over again – to employees, customers, and the kid next door – so it becomes the one thing your company is known for. In a perfect world, this is easy. But what if something goes … [Continue reading]
Four tips to help you crush the competition – from a 1935 sales playbook
I spent a few winter months of my childhood living in an 1800s watermill on a small farm in England. Inside the traditional farmhouse kitchen sat a large, blue, four-oven Aga cooker. Little did I know when I first experienced the warmth of that Aga stove that one of the most famous Madison Avenue advertising men of all time – “The Father of Advertising” – got his start in his early 20s as an Aga … [Continue reading]
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