Marketers at growing businesses are typically focused simultaneously on tactical marketing programs to fuel revenue AND brand building. While these two types of activities shouldn’t be mutually exclusive, the reality is that brand-building is often shortchanged. Why? Building a brand takes time, resources, strong marketing leadership, support of the CEO and a big picture vision. […]
Asking a writer to develop copy to hand over to a website designer is a bit like furnishing rooms before the house is built.
Try this messaging exercise as an alternative to practicing your elevator speech. Among other things, you’ll bet better prepared to answer to the absolute worst-case objections you’ll ever hear from a customer!