A marketing manager told me about a white paper gone awry. How many errors do you see in this chain of events? The VP of Marketing wanted a white paper and told the marketing manager what he wanted the title to be. The marketing manager called his regular copywriter and told him about the project. [...]
The writer did what we told him to do when we hired him. “Write a series of technical articles to help evangelize the technology,” we said, “two to three pages each. They should introduce developers and customers to the new features they can use in programming on the platform. We need to get the word [...]
As the economy continues to stagnate and people invest more time in their online search for work, are you getting more requests lately for endorsements and recommendations? How do you handle them? Several of our writers have contacted me recently for endorsements. I don’t mind giving them, even if they take this cookie-cutter form: “Hi [...]
When you’re sitting at the dinner table with your aunt and uncle, and they ask you what you do for a living, how do you explain what it means to work in marketing? Few people outside of the discipline understand marketing, though most of their perspectives fall into a few buckets: “Marketing is advertising.” Actually, [...]
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