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 By Gina Abudi, on September 7th, 2011 A recent article on Business on Main entitled, How to Create an Online Company Media Kit, focused on the use of online company information available to customers and media personnel over the use of print brochures and media kits. What I found of most value in this article is it enforces the use of [...] Print This Post
 By Linda Pophal, on May 18th, 2011 Rosser Reeves, an advertising guru from the 1940’s, the phrase “unique selling proposition” (or USP), a concept that is still relevant today. A USP is exactly what it sounds like it is–a unique selling proposition–something about you, or your product or service that is different from competing products and services in important ways that [...] Print This Post
By Linda Pophal, on April 13th, 2011 In my last blog I talked about what I’ve observed as a disconnect between how businesses often talk about their own products and services and how their prospects and customers talk about them. This disconnect can become a big, negative driver when it comes to SEO (search engine optimization) and driving people to their [...] Print This Post
By Linda Pophal, on April 12th, 2011 I was doing some online research related to a potential new client recently and was struck by the disconnect between the prospect’s stated objectives and audience, and how they appeared in search results based on the terminology that their potential clients are likely to use when searching for what they have to offer. Then [...] Print This Post
By Linda Pophal, on April 5th, 2011 I was interviewed recently by a major business publication about common market research mistakes that businesses make. As someone who has been involved in market research – conducting research, contracting with vendors to conduct research, writing about and teaching market research courses – I was able to share a number of examples of things [...] |
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