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It’s rare these days to see something truly innovative on television. We see remakes of TV shows. Remakes of remakes of TV shows. Movies that are merely updates of classic scripts rather than new stories. Even “classic” commercials are brought back up from time to time. Unfortunately, this lack of uniqueness has translated to the
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When I first started consulting, my boss talked a lot about “ante in” product offerings. These are the kinds of things you are required to offer your customers in order to be taken seriously in the market. With iPod and Zune leading the market, anyone else who wants to sell and MP3 player needs to
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What tone does your writing take? Are you the all-knowing sage of product advice, or the trendy counter-culture revolutionary introducing a new idea? What does the tone of your marketing copy say about your brand? Most of us publish marketing collateral without a second thought as to the tone with which our message is conveyed.
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Whether you’re looking for a new job or just refining your portfolio to attract new clients, it’s important that you itemize and monetize your accomplishments. “I helped to increase business” is less impressive than “I was directly responsible for $100k in new contracts.” At any given time, it might seem like your most prized accomplishments
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I know, I’ve already lost half of you. And the other half that’s still hanging on is waiting patiently for me to start throwing formulae at you. But that’s not going to happen. I do want to point out, though, that while statistics are monotonous, boring, and somewhat difficult to understand they are one of
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Just as web development has its own set of rules, so does marketing as an overall practice. The following guidelines are not meant to be all-encompassing or exhaustive, but they will give you a framework with which to enter into the field. Do not lie While I have the greatest respect for Seth Godin, not
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How many sides are there in your market? Are you a B2C? A B2B? A B2B2C (OEM)? Whoever and whatever you are, you need to keep in mind that there are at least two sides to your market, if not more. When most people think “two-sided market” they think of a marketplace. eBay is a
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We’ve all been there. Budget time comes and we start cutting line items to match the numbers that are really coming in. The first thing in many companies on the chopping block is the marketing budget. This is because most managers associate “marketing” with “ritzy, expensive advertising campaign.” Just because you can’t afford the flash
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I grew up in the Boy Scouts. We went camping several weekends per year and had a lot of first-hand experience with surviving in the outdoors. I met mountain men, Indian skills instructors, and experienced survivalists. All-in-all, Boy Scouts was a blast as a kid. One of the coolest things about Scouting is that they