While effective marketing communication usually aims to guide audiences toward positive outcomes, overly optimistic messaging can often fall flat. The most impactful marketing campaigns strike a strategic balance between a “Push” away from pain and a “Pull” toward a compelling vision of the future.
Imagine this: You're at a regional business event, showcasing your amazing B2B products or services. But the only people who stop by are your neighbors, your family, and a few close friends. Great for catching up, but not exactly ideal for growing your business, right? There IS a better way!
The middle of your marketing funnel can offer rich rewards or heavy losses. Here are three questions to help assess your risk and three actions you can take to find the treasure you've been working so hard to uncover.
Too often, businesses talk about communicating with customers and employment candidates as if they come from two different worlds. Those mixed messages confuse the public and stand in the way of the authenticity they want to project. Here are three rules that can help businesses unmask their full value to all audiences.
What inspires anyone to build a relationship with one business or brand over another? The truth is people usually make choices by instinct and intuition. Behavioral economics lays out a set of common mental shortcuts, aka biases or heuristics, that people subconsciously rely on to make intuitive buying decisions. Here's how behavioral science can streamline your customer journey.
Take a closer look at your customer journey. The process of attracting and engaging customers is more like Speed Dating than you may think. Here are five steps your brand can take to perform better in those few fleeting moments between Awareness and Consideration.
The coronavirus pandemic has brought most US businesses to a standstill. Our doors have closed and our employees are sheltering-in-place.
When business revenue and personal incomes are suffering, is brand promotion insensitive? The answer is a little more complex than “yes” or “no”.