There’s a wonderful Mark Twain quote that goes like this “The difference between the almost right word and the right word is really a large matter—’tis the difference between the…
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Advertising
Buyer personas get personal
Working on a buyer persona for a chief information officer last week, my client listed the predictable pain points on the flip chart — shrinking budgets, conflicting priorities, legacy solutions…
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Choose words carefully to reach personas
I spend a lot of time trying to convince people that a marketer’s primary job is to develop buyer personas and think like the customer. Why is this so hard?…
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Resolutions for a prosperous 2007
I wish you a new year filled with joy, prosperity, and successful marketing initiatives. For those who want a roadmap, here are the ten rules from the Effective Product Marketing…
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News feeds listen to the market for you
The best way to get to know your buyers costs nothing and takes no effort whatsoever. Establish a news feed (Google offers one, for instance) based on the keywords you…
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More companies should talk turkey
As I was preparing my Mary’s free range turkey for the oven I saw this notice on the wrapper: "Even the most experienced cooks get worried when it comes time…
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Checklist marketing is such a waste
While scanning the latest issue of Dwell Magazine this morning I saw an interesting CaesarStone sink that might work in our new bathroom. So I went to the advertised web…
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Solution marketing should mean something
I’m looking for support for a new rule that restricts marketers from using the trendy “solution marketing” term until they can demonstrate that they know what problems their buyers want…
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Targeting the raised-by-apes persona
Websites are popping up to teach basic skills that I was sure everyone learned from Mom. I’m obviously wrong, because several very popular new sites are delivering videos on subjects…
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