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Marketing: Keep Up With the Competition or Differentiate?
Don’t fall behind the competition. Stand out from the crowd. Keep up with the Joneses. March to the beat of your own drum. In marketing, there’s a constant struggle between the desire to differentiate your brand and the fear of being outdone by your competitors. How can you tell when it’s best to align with …
Maximize Your Marketing Messages
Imagine an ad for a hospital that focuses entirely on how good the cafeteria food tastes. No mention of the quality of care. No mention of types of services provided. Just the food. It might catch your attention, but chances are, if you were planning to have a major medical procedure, you wouldn’t be convinced …
Marketing: When to Let Go and Try Something Different
Aspiring writers are often advised to “kill your darlings.” This bit of wisdom, originally attributed to English writer Sir Arthur Quiller-Couch, reminds writers that no matter how proud they may be of an idea, word or section of prose, if it isn’t contributing effectively to the story as a whole, it’s better to let it …
How to Create Email Campaigns That Get Results
If I come up with the perfect subject line, my email campaign will be a success … right? Wrong. That’s sort of like saying that if you buy the right running shoes, you’ll be able to complete a marathon. It might not hurt your chances, but if it’s all you focus on, you’re likely to …
Put Vanity Aside and Focus on the Metrics That Matter
When you think of the stereotypical teenage girl spending hours in front of the mirror styling her hair, trying on different outfits, and applying layer after layer of makeup, chances are the word “vanity” comes to mind. But does the same word come to mind when you think of a marketing manager doing everything possible …