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When designing websites or marketing emails, many companies today seem to think it is permissible to “borrow” images or text from other websites. And the fact is, it’s just not safe.
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B2B advertising has to hit different targets than B2C does. B2C advertising usually needs to convince just one customer to buy, while B2B must convince a number of decision-makers. B2B copy needs to place more stress on value and payment options. And B2B advertising copy cannot rely on emotion. Read More

There’s money to be made in email marketing. The problem is that if you own a small company, you probably lack the resources to manage your campaigns effectively. Here are three online apps that can help.
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Marketing consultant Al Lautenslager suggests,“. . . make a list of the benefits you offer your customers and prospects. And then I suggest that you make a list of the benefits that your competition offers. If those two lists are identical, neither one of you has a competitive advantage.” Read More

PetFlow.com is a company that lets dog and cat owners order pet food online and get quick delivery. According to an article on BusinessInsider.com, the company has developed a unique way of getting new customers. Here’s how it works.
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Everyone seems to be talking about niche marketing these days. If you identify your core customers, then “dig down” to define significant sub-groups and advertise directly to them on the right media, you can sell more. Yet another strategy can work well to sell niche products too. Read More

There is an old belief that people fear public speaking more than medical procedures, car accidents — and maybe even death itself. That could be true, but I think that people fear writing even more. Read More

Whether you are selling B2C or B2B, bringing an innovative new product or service to market represents a two-part marketing challenge. You need to educate your consumers at the same time that you are motivating them to buy.
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“Cadillac Turns to A 28-Year-Old to Reinvent The `Standard Of The World,’" an article by Dan Slater in Fast Company on January 9, profiles Veda Partalo, the 28-year-old woman picked by Fallon advertising to manage its Cadillac account.
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The Executive Dining Club offers restaurants a sophisticated, state-of-the-art service that lets diners make reservations, make menu selections, and order take-out food and catering services online. A number of eateries now incorporate the Executive Dining Club’s system into their websites.
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