Why marketing to prospects who need you is a bad strategy

and filed in Marketing 101

It sounds logical: if you’ve got a product or service that meets a need, then your next step is to find people or companies that need it really, really badly, because they’re the ones who are most likely to buy it. Right?

Um, no. Not if some recent research into consumer behavior has anything to say about it. In fact, the people who need you the worst may be the least likely to buy your product or service.

Why? It has to do with cat pee, cigarette smoke, and a weird quirk of human nature.

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Why your marketing plan needs an editorial calendar

and filed in Content Marketing, Marketing 101
Pen on calendar

When you think about marketing your business, you probably think in terms of numbers – how many prospects you’ll contact, how much revenue each campaign should generate, how many people you have in your referral network.

But smart marketers look beyond the numbers to the content – and the timing – of their marketing communications. They use an editorial calendar. [click to continue…]

Why your marketing materials make people go “Huh?”

and filed in Marketing 101

A friend of mine who does a bit of on-the-side light editing for friends posed this question to me over coffee this morning:

Why do so many people’s marketing materials make me cringe?

She was quite honestly baffled.  Perfectly intelligent people, most of whom managed to get through college with at least a “C” average, would write up descriptions of their products and/or services in a way that made her look at them and go, “Huh?”

She hasn’t really studied writing per se, but she knows enough intuitively to understand that a grammatically-correct sentence isn’t necessarily a well-written one.

“All I do,” she said, puzzled, “is change the passive voice to the active voice and cut out all the extra words, and they react as if I’ve performed some sort of miracle.”

“And then,” she continued,” they come back the next time with the exact same mistakes. Why?”

The answer: They’re using The Official Style.

Are you using “The Official Style” too? Click here to find out –>