Archive for September, 2010
Deadly Sins of Marketing Copywriting
As a guy that does a lot of writing in his job, both for clients and our own promotional purposes (books, articles, etc.), I am always on the lookout for easy-to-use reminders to make sure my writing and that of others at Fusion Marketing Partners is on target. Content is an important part of marketing strategy and writing produces content. I came across the following post at: http://writingwhilethericeboils.blogspot.com/. It talks about some important things “not do do” in your writing. I don’t know the
In B2B Marketing, It’s All About the Offer – by Christopher Ryan
Assuming that you have a quality product or service, with a compelling value proposition, aimed at the right target audience, the marketing offer will be a key difference in your success (or lack thereof). So what do I mean by offer? In simple terms, a marketing offer is what you propose to give to the prospect, and what you are asking for in return. The offer is the “What’s in it for me?” part of the marketing equation. How do
Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan
Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners.
We first defined the terms “brand” and “brand promise”. A Brand = the place your company occupies in a prospect’s or customer’s mind when he or she thinks about you. A Brand Promise = what you promise to deliver to your customers
Why B2B Marketers Should Focus on Lifetime Value
Too many B2B marketers have a shortsighted view about objectives. They may rightly be concerned with a campaign’s efficiency in generating leads or sales, and evaluate the results of each campaign in terms of the total amount of money spent and the short-term gain achieved.
By contrast, the successful marketer knows that marketing is a long-term process. He knows that the true value of each new sale is not just the immediate profit received; it is in the lifetime value of
