Quick Reads: Writing

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Who Says You're So Hot?Customer Insight
Marketers may try to distinguish their products from those of their competitors by engaging in comparative advertising. (X Detergent cleans 25% more loads than the leading brand!) But be careful when ...
Get Them Sparkling White!B2B Marketing
Earlier this year, Michael Stelzner predicted a jump in demand for white papers by B2B marketers. That prediction is apparently coming true: financial and Internet-service companies are just two examples of B2B ...
Avoiding the CAN-SPAM PitfallsEmail Marketing
"At first glance, the CAN-SPAM Act establishes fairly basic rules for an organization to follow," says a whitepaper produced by ExactTarget. "However, given that this law is constantly evolving … ...
Return to SenderSmall Business
In a post at the PitchEngine blog, Jason Kintzler argues that paperless PR is more than an exercise in environmental responsibility. The use of online and wireless communication not only ...
Stick to the Script!B2B Marketing
To ease the pain of cold calling, "A good sales script is essential," says Christine Comaford-Lynch. The perfect script should contain four elements, she says: Start with who you are and ...
Radio Gets Its WingsSocial Media
Radio is the original social networking device. Once the key communications technology uniting the country, it has remained a foremost vehicle for marketing. And today's tech advances are opening its ...
... Come Again?Email Marketing
When you work in a specialized field for long enough, technical jargon and industry lingo start to sound like everyday words. You might start to take it for granted that ...
Give Me a Digital SignSocial Media
The days of static billboards, posters and traditional advertising signage are numbered. Marketers can now reach their audience in new places. Digital signage will be a $2.6B business by 2010. ...
Employees Say the Darndest ThingsSmall Business
You've heard about companies that block access to social media sites like YouTube and Facebook, a decision grounded in the belief that employees will waste time or—worse—leak proprietary information. But ...
You Cost a Lot, So You're PreciousCustomer Insight
Let's face it: customers often equate price with quality. Many consumers think high prices mean high quality, while low prices signal lower quality. Sometimes they're right. But sometimes they're wrong—for ...
How to Create Print Ads that Don't, Um, StinkSmall Business
"Let's be honest," writes Drew McLellan at his Marketing Minute blog. "Most print ads in newspapers and magazines stink." Ouch! Here are some of McLellan's suggestions for producing non-mediocre ads: Use your ...
We're in the Driver's Seat!Social Media
Broadband has transformed television delivery and viewing habits forever. Keeping your audience's mindshare is a challenge like never before. It's a new playing field—where the viewer has absolute control, and: ...
Now and LatersCustomer Insight
Researchers have investigated how "time horizon" and the emotional versus rational appeal of an ad affect consumers' interpretation of a marketing message. It seems it all comes down to now ...
This Message Isn't DirectEmail Marketing
Loren McDonald begins a post at the Email Insider blog by declaring, "Email is not direct mail." Though an obvious statement, it's something worth emphasizing. "I sense an assumption that ...
FYI, Remember to CYAMarketing Inspiration
Not long ago, we told you about Rohit Bhargava's clever pitch to fellow bloggers: Send me five questions about my new book Personality Not Included and I'll give you customized ...
It's Talkification Time!Social Media
Until recently, revenue-generating online music and video businesses were only the stuff of company boardroom dreams. But as customers started tuning in, and new profit centers were created, companies began ...
Just Say No!Email Marketing
You've probably been in those meetings where top executives pick out a few aggressive email campaigns that generated the most revenue and say, "Let's do more of these!" You, meanwhile, ...
SOS for SMS?Email Marketing
Apple's iPhone has proved wildly popular, even at a price point that made it prohibitively expensive for a large portion of the population. As the new version of iPhone (iPhone ...
Shameless Marketing StuntMarketing Inspiration
No one looks forward to the Walk of Shame—that early morning journey back to your place after a one-night stand. In most cases, you're wearing the same clothes from the ...
Glad You Could Make It!Social Media
Social networks and viral media have become the new lifestyle habit of choice. And with an estimated 400 million social network users on the Web, Internet communities have broken the ...
Your Media Property: Refurbish ItSmall Business
"Thanks to the new ways content can be published and shared online, you can give your company site some of the power of a media property," say Matt Magee and ...
Since When is Great ROI Boring??Email Marketing
Email marketing might seem boring in a whiz-bang era of newer technology like social networks. But in a post at the Return Path blog, Stephanie Miller argues that nothing could ...
Blogging for DollarsSmall Business
Michael Martine of Remarkablogger defines a business blog as one that supports the sales and marketing efforts of your company; and if it's going to be successful, he says, your ...
Inspiration from the Swat TeamMarketing Inspiration
In the South, where it starts to feel like summer in April and the heat doesn't abate until November, flyswatters are indispensable. They don't, however, get much branding love from ...
Jive Talkin'Small Business
We've all seen late-night infomercials selling gadgets with breathless testimonials, outlandish claims and lots of razzle-dazzle. And while their jivey approach can be effective—particularly for gimmicky products—Simon Glickman and Julia ...