The evidence gathering effort should match the project parameters (budget, timeline, etc). So how do you decide what the customer experience deserves?
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Unless we want to compete solely on price, we need to optimize for more than search. We need to optimize for the things that our prospects really want.
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Asking a Beautiful Question feels positive while being a disruptor feels negative. Being negative is easy. Being engaging and inclusive takes work.
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Understand the numbers and the humans who generate those numbers. In the future, it will become the price to play in marketing.
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It takes more over-hyped headline writing. Your audience knows what you're up to and they will treat you according to the route you take.
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Behavioral study can unlock some valuable strategic direction. There are some simple ways to get started. See what it can do for your efforts
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It’s nice to step back and think about how our storytelling could have a positive effect on our readers’ lives.
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Cultivating better customers starts with storytelling. Because it allows us to tap into our most powerful marketing tool – our prospects' imagination.
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Generating quality leads takes focus and strategy. Here are four steps that can help add that to your efforts to connect with those quality leads.
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Going old school means thinking about your storytelling as a campaign. It's an old term from the world of advertising. But it's worth rediscovering.
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You can’t be thankful without first having a sense of humility. And humility is the quality that is at the very core of great brand storytelling.
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Too often, companies settle for a generic image with their communication. Yes, it can add visual appeal, but it doesn't have near the power of illustrating the point you are making.
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It could be a blog post, an ebook, a worksheet, an interview with an expert, and more. Whatever it is, just make sure it’s useful. If you do that, it will be worth your and your prospect’s time.
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We can (and should ) automate the delivery of information. But that should not overshadow the most important part of what we offer. Information is valuable. Inspiration is invaluable.
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Here are three things we can do to protect our reputation and improve the chances of winning readers’ attention.
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There’s room for us to improve how we communicate. Here are 7 tips to help improve the clarity of our writing.
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The 3 “Be’s” help us build an effort with depth and meaning. It’s not one-and-done. It’s an approach the builds reputation, making it stronger with each authentic and helpful story we tell.
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It’s powerful when your branding can work inside and outside. That’s double duty.
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Your readers won’t tell you they have lost confidence. They’ll just stop clicking. Even when you have something valuable to share with them.
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We need more creative people to be great strategists. To understand research. To have a grasp on analytics. And most importantly, to understand the customer journey.
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