Marketing Craftmanship

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Why Marketing Content Will Continue to Suck in the Age of Artificial Intelligence (A.I.)

Marketing Craftmanship

In the mid 1980s, with introduction of the Mac computer, PageMaker software, and the LaserWriter printer, the DeskTop Publishing system was born; for the first time allowing anyone to create print and online marketing materials that did not require a bona fide graphic designer or any elaborate printing hardware to produce physical documents. This was a major technological advancement in the world of marketing communications.

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Three Law Firm Marketing Shortcomings…and How to Avoid Them

Marketing Craftmanship

The generation of attorneys who still consider any type of “marketing” to be unprofessional is diminishing, concurrent with the increase of “Emeritus” partners listed on law firm websites. That evolution notwithstanding, most law firms and younger practitioners remain stuck in neutral, in terms of marketing sophistication. Hard-wired to follow apparent industry “best practices” (mostly based on mimicking competitors), law firms of all sizes continue to miss opportunities to increase clients and

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How to Grow Your B2B Firm by Making Every Employee a Sales Rep

Marketing Craftmanship

Providing all employees with basic marketing and sales skills can help your B2B firm to grow and succeed. From the front desk to the corner office, “Every Employee a Sales Rep” should be fully ingrained as part of your company’s operating culture. Many B2B firms – in legal, accounting, technology, financial services and consulting disciplines – employ at least one rainmaker, typically a founding member, who brings in the lion’s share of new business.

B2B Sales 130
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Branded Interviews: Your Pathway to “Enlightened”? Thought Leadership

Marketing Craftmanship

Traditional thought leadership – whether it’s delivered through owned media or earned media – most often involves showcasing your own ideas and opinions, those of a client, or of an individual within your organization. From a content marketing perspective, the shortcomings of traditional thought leadership include: the high noise factor, caused by market competition for attention the perception that thought leadership is mostly self-promotional the sad truth that few “thought leaders” have anyth

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4 Media Relations Lessons…Learned the Hard Way

Marketing Craftmanship

Tripped up again…by the “When did you stop beating your wife?”? question. Media relations (or press relations) involves risks and consequences that can quickly derail any career, either as a corporate executive or PR agency rep. A misquote can sink a company’s stock price. An innocent “puff piece” can turn out to be an exposé that embarrasses your CEO.

Media 147
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How To Make Marketing An Invaluable Function

Marketing Craftmanship

In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.” At small and mid-sized businesses, the heads of marketing rarely receive performance-based compensation related to financial results or related to

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Diet, Exercise And Marketing: Self-Imposed Obstacles That Ensure Failure

Marketing Craftmanship

There are practical reasons diet companies and national gym chains spend most of their advertising budgets within two seasonal windows: in advance of the new year, when people make their annual resolutions, and in springtime, when beachgoers face the prospect of wearing a bathing suit in public. Despite best intentions, many people who join gyms in January are likely to drop out in February, and many other new members will drop out within the next few months.

Planning 147