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May 4, 20191 min read
Mind virus
Let’s continue the conversation about language, and my desire to improve communication by eliminating trite words and phrases that are...
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May 4, 20191 min read
Redundant words
Here are more popular and redundant word combinations: added bonus advance planning advance warning basic necessities blend together...
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May 4, 20191 min read
Overused words in B2B digital marketing
Marketing writers at times, and I include myself, choose words that are overused and overdone. Sales prospects react negatively to these...
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May 4, 20191 min read
Digital marketing B2B
Before you write marketing collateral, think about how a customer would describe the product or service you’re promoting. We hear a lot...
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May 4, 20191 min read
Digital B2B marketing: less is more
Now that you’ve finished the print collateral with the customer’s keywords, you’re ready to write the Web content. There’s only rule, I...
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May 4, 20191 min read
Marketing content
I didn’t know what to write about this week so I’m letting my mind engage in stream of consciousness. My thoughts are flowing onto the...
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May 4, 20191 min read
B2B marketing plan
When was the last time you looked at your marketing plan? Do you have a marketing plan? Either way, maybe the time is right to take a...
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May 4, 20191 min read
B2B marketing plan
The marketing plan begins with the customer persona. Meet with everyone who has customer contact to elicit the information that will...
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May 4, 20191 min read
B2B marketing plan
The second segment of the marketing plan is determining the competitive sweet spot or positioning. This is the space where you can be all...
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May 4, 20191 min read
B2B marketing plan
The third segment of the marketing plan is the value proposition, which is the customer-facing statement developed from the buyer persona...
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