Communicate to influence.

We do this work to influence opinions and behaviors. How do you help people see their benefit in buying your product or service?

You can’t make people do what they don’t want to do. Maybe they don’t want your product or service because it doesn’t do the job they’re looking to get done. Maybe it would do the job, but they don’t know that it will.

Integrated marketing communication stitches together your brand, your service, and the benefits you deliver. Your communication has been so woven into the customer experience that it has become part of the product and service you deliver.

Are your ads, brochures, website, reviews, store, and customer service reps working together to drive your business goals?

There’s no doubt that many of the people who came to see our South By Southwest presentation on Sunday were there for the bloody Marys and taco bar. But it was exhilarating for me nonetheless. Being invited to present at […]

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An organization’s most influential people are social butterflies. They have networks of diverse people with whom they have frequent, meaningful engagement. An organization’s most successful groups have frequent, face-to-face meetings at which they talk about business and personal things, where […]

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The Corporate Executive Board discovered a curious thing when it examined performance of more than 6,000 sales reps around the world. The most effective sales people were not the  “Relationship Builder” types that sales training had emphasized. They were a less common breed […]

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