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While very few things are certain in the world of B2B marketing, I have heard the following three statements pretty much universally…
There are almost as many direct response marketers against using negative appeals and copy as there are against using humor. It wasn't always that way. In the 70s and 80s, you'd see a pretty fair number of headlines/envelope teasers/Johnson boxes with lines like:
Consumer confidence is far more difficult to build and sustain online than it is offline.
Successful business people often hate change. The mere thought of making one frightens them. It flat scares some silly. They know what they have, and are unwilling to take even modest risk for greater gain. Their fear is they'll lose some of what they already have.
If you are like many who have resolved to move your job search into high gear, don't forget the importance of the cover letter as part of your self-marketing materials. The cover letter is essential for creating a positive first impression. Additionally it answers questions such as:
Electronic newsletters (or E-Newsletters or Ezines) are conceptually simple: they're just emails sent to a number of people at once. In practice however, they involve many moving parts, and to be done professionally, it requires both a big picture view, as well as a tactical understanding of how the pieces fit together. E-Newsletter Guru and author of the book, E-Newsletters That Work Michael J. Katz…
