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According to Anna Day, founder of Company of Women, writing for The Huffington Post, the latest and hottest trend in marketing is to create a single message for multiple audiences. Basically, traditional marketing advice would have you dive into market research, choose a tiny niche, and then create your brand as a cure-all for everything that market needs.As an alternative and more effective approach to business and marketing, Day sites author Brendon Burchard’s theory, from...

Anyone getting into marketing and advertising, whether as a profession or for their own company, should be familiar with Marshall McLuhan’s essay, “The Medium is the Message”. In this seminal work, McLuhan – a famed philosopher of communication theory – postulated how the media we use to view or read a message influences that message and how it is perceived.Though at the time McLuhan was referring to advertising media and television, his words and theories...

Blogs and social media posts have a very in-the-moment, real-time feel to them. They’re attractive because they’re topical, timely, informative, and/or entertaining, but a well-written business’ blog is hardly ever quite as spur-of-the-moment as it looks. For example, have you ever noticed that a lot of successful bloggers will write several-part blog serials?When you see something like, “In this 7-part series on writing quality ad copy…” you’re witnessing the results of planning, scheduling, and strategizing....

Everything that you publish or post in relation to your business sends a message and says something about your brand, your business, and you. Whether you’re communicating internally with email memos and reports, or you’re posting on Facebook, creating videos for YouTube, or blogging, you are sending business messages.So, how can you craft strong business messages? A strong message will always maintain your brand’s voice, and it will always convey its meaning and intent clearly...

The power of persuasion reigns king in effective business messaging. Are you making the case for a raise at your job? Do you want to appeal to investors for capital for your startup? Are you trying to convert leads to customers? Whether you’re communicating internally, making proposals for funding, or you’re marketing to your client base, you need to be a master of writing and conveying persuasive business messages.You can’t, of course, just say, “Buy...

In a perfect world, as soon as you finished giving your proposal, your manager would want to get started on your new project immediately. Your customers would no sooner see your ad or email, and they would be calling you with multiple orders and telling all of their friends about your new product or service.We don’t live in a perfect world, though, and you’re very rarely going to encounter this kind of immediate reaction to...