What you need to know about getting better response from traditional and digital communications.
When was the last time you read a brochure, cover to cover? How about an email newsletter start to finish? A website all the way through? I thought so. Fact is, people don’t read much anymore; they scan at best. According to [...]

These days, the most commonly misunderstood phrase in the world of marketing is “Return on Investment” (ROI). Most marketing agencies proclaim they can deliver it, most clients say they never get it. Hmmm? Actually, there’s reality in both cases. But the real truth is that Marketing-ROI must be fully understood before bent, folded, spindled or [...]

In a world where the competitive business landscape is vast, multiple businesses exist in every category and all products seem “good enough,” know this: if you don’t commit to a never-ending discipline to differentiate yourself from your competitors, your corporate momentum will have more starts and stops than honesty in politics. And if your differentiation [...]