Marketing Craftmanship

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Social Distancing: Marketing’s New Strategic Mandate

Marketing Craftmanship

In terms of visceral impact, I believe there’s still no substitute for ink on letterhead that’s hand-signed and delivered in an envelope featuring an attractive commemorative stamp. Many have blogs featuring content that most visitors neither read nor comment on. I also recommend practicing the art of the physical letter.

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Re-Thinking the “Best B2B Advertisement of the 20th Century”

Marketing Craftmanship

The iconic print display ad featured an executive in a bow tie hunched forward in a swivel chair, scowling into the camera. (In In 1958, Gilbert Morris – an account executive at the Fuller Smith & Ross ad agency – created the, “I don’t know who you are,” business-to-business advertisement for McGraw-Hill Publishing Co.

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Make Your Corporate Anniversary Worth Celebrating

Marketing Craftmanship

History Wall – This multi-media display, consisting of photographs and historical artifacts, displayed in the firm’s lobby or a conference room, can serve as a permanent and updatable validation of the company’s milestones and achievements.

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Marketing Your Fund to Zombie Investors

Marketing Craftmanship

Effective 3rd party endorsements – embodied within media coverage of your firm, a video featuring an investor, or highlights of your presentation at an industry seminar – provide your target audiences with information that appears objective and believable.

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Why Your Law Firm Blog Doesn’t Make the Phone Ring

Marketing Craftmanship

Everyone knows you’re a lawyer, and a blog is not the proper platform to display your brief writing expertise. As a first step, every quarter send your database of contacts (hopefully you have this) a nicely designed email featuring 2 or 3 of your best recent blog posts, with an “In case you missed this” cover note.

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Should PRSA Sanction Public Relations Practitioners?

Marketing Craftmanship

Why should serious PR practitioners care about the behavior of the growing number of people within their profession who display no regard for fundamental media relations protocol? And many newly minted PR people have not been taught the unwritten rules of effective media relations. Any other ideas?

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Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” I trust people who treat a waiter in a restaurant, or the person cutting their lawn, with the same level of courtesy and respect they would display with their boss, or a prospective client.