Tag Archives : Marketing


How Many Blades Do You Need? 6

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A simple safety razor like the one pictured at left (via Amazon) can teach us much about marketing.
We forget that those of us in the Western world (and increasingly those of us anywhere) live our lives enmeshed in marketing. Virtually every object in our homes has made it there because of some kind of promotion, […]


Understanding Game Mechanic Marketing 5

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The explosive growth of Zynga – the makers of Farmville, a popular Facebook game – and of casual games on the iPhone and other platforms – has brought with it more interest in using game-like mechanics to attract customers.
Famously, Zynga asks its players to invite their friends on Facebook in order to enhance their gameplay […]


How to Write Fluently for the Web 3

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It’s time to abandon the press release.
Reporters rarely have time to read them, receive a tremendous number of them in their inbox every day, and your competition uses the same strategy to win attention. The traditional media is also becoming increasingly irrelevant for amplifying your message thanks to the spread of alternative channels.
What replaces it?
Writing […]


Four Guidelines for Posting Frequency 5

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There is no single answer to the question of how often you should post to your blog. Whether it’s a large corporation, a mid-sized one, a startup, or a solo operation, it depends on the nature of the content, the expectations of your community, and what you’re writing about.
If you post too much dense content, […]


Making Sense of Customer Feedback 15

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The sheer noise of customer feedback through social media can intimidate even corporate titans.
How much of that is valuable information, and how much is the work of a crew of hardcore complainers? What of it, if any, is actionable? It’s easy to make the error that social media is primarily for broadcasting your corporate communications. […]


You SHOULD Be Sick of Your Social Media 11

When you’ve finally got a tiger by the tail, it will be clear, won’t it? When you’ve finally found that world-changing message and you’re on a social media roll, hitting every note just right, sparking huge strings of comments every time you make an utterance, you’ll just know it, right? You’ll feel the rush. Your success will be obvious. Won’t it?

Sorry, but no.


The Revenge of the Writers 3

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In the latter half of the 20th century, radio and television defined the culture. Books, magazines, and newspapers steadily declined in cultural importance relative to these new forms of media.
A funny thing has happened to habits of media consumption. The companies with the fastest growth in advertising revenue – Google and Facebook – rely on […]


Respecting Boundaries in Social Media 4

Where does the line between private and public in social media finally fall after all the hype and hoopla are settled? I’m betting that the longer you’ve been on social media, the more likely you are to draw a line hard in the sand.