Strategic communication aims to inform a target audience with relevant, useful and wanted content for the purpose of knowledge. Marketing communication employs relevant, useful and wanted content to drive desired consumer behavior. Neither one is better than the other, but they are distinct from each other in their intentions. In the spectrum of journalism to marketing, … Continue reading Content Strategy vs. Content Marketing #2Minutes2Learn
A concept in economics that if one factor of production (number of workers, for example) is increased while other factors (machines and workspace, for example) are held constant, the output per unit of the variable factor will eventually diminish. Although the marginal productivity of the workforce decreases as output increases, diminishing returns do not mean … Continue reading The Law of Diminishing Returns
"When all is well and you are at the top of your game, then you know it is time to plan your exit." - Michael, The Lesson of the Sigmoid Curve The Sigmoid Curve is a concept that originated in mathematics (see formula to the right), but represents a phenomenon in businesses, life and relationships. … Continue reading According to the Sigmoid Curve, “Quit while you’re ahead” is great advice.
As young millenials enter the work force, we may go into a job thinking "hooray I've landed a job where I never have to deal with customers." Well, the chances are you will still have to know customer service strategies, not just to deal with unexpected clients, but coworkers and even employers. I attended a … Continue reading Defusing Angry Customer Service Complaints
Writing has been pretty hard lately. I seem to be repeating everything I've already said whenever I try to create new content. As a writer, I don't have the luxury of looking at my craft and going "I've gotten good enough." The rule of 1% is to aim for a 1% improvement everyday. I'm a … Continue reading 10 Companies Revisited
Travel Yamhill Valley has published a great article, which quotes Travel Writer Jennifer Nice about Travel Writers: What they are looking for and how to provide it. Here are some of the tips she provided... Know your target market explicitly. Is it couples? Families? The budget traveler? The wine aficionado? Foodies? Your marketing message must … Continue reading Are you pitching to travel writers soon?
Stroop Test: Your perceptions affect subsequent behavior, even if you are aware of preconceptions. Perceptions are automatic, and it's hard to block their effect. Optical Illusions: You believe what you perceive to be true, even if it can be proven otherwise. Which of the lines below is longer? "Hidden" Pictures: Prior expectations and surroundings influence … Continue reading Branding Concepts
You can stand out among other brands, or you can package one of your products uniquely to signify higher value so it stands out among your own brand.
Some questions to consider when defining what your brand stands for: What do consumers think when they see your logo? What's the color of your brand? What emotion is your brand? What senses does your brand interact with? How do people act with or around your brand? What kind of people use your brand? A … Continue reading A brand is an experience
Creating an elevator speech for your company requires you to intimately know what your brand stands for and what consumers view it as. Then, Communicate the brand function. Simplify what you do best with a descriptive modifier. Show how the brand provides benefits and in what way using an emotional modifier. Some examples of "brand … Continue reading Communicate, simplify, inspire