Thought leadership is ever-present. Ancient Greek philosopher Aristotle provided enduring thought leadership when he uttered, “Moderation in all things.” While upsides to well-conceived thought leadership include brand-building, increased profits and the feeling of satisfaction and empowerment that comes with helping build a better world through “expert advice,” there can be downsides as well. It’s kinda […]
Two-for-one is typically a great return on investment. Well-written, well-conceived thought leadership content—articles, blogposts, whitepapers, ebooks, presentations, videos and the like—offers value to customers/clients and readers/viewers/listeners, and can help the thought leader get more business. Here’s how it can serve dual purposes: Thought leadership, both addressing personal and professional topics, can help establish the author […]
Six must-read posts on customer service. Customer service weak links can doom otherwise exceptional efforts to serve customers and other stakeholders. Identifying and remediating the weakest customer service links in your company can pay substantial dividends now and down the road. Companies unwilling or unable to examine potential weak links likely will discover the hard […]
Too much marketing prospecting—both to upsell present customers and acquire new ones—can be a huge turnoff. Marketers incessantly and blatantly promoting themselves on social media—versus offering helpful insights and information—can get annoying and become a “customer disservice.” Recipients of excessive email marketing may delete before ever viewing and/or unsubscribe once they see the sender. A […]
Wh-a-a-a-t? Isn’t the aim of marketing to be seen, heard and felt—giving your message the best chance of being acted upon? Not always. Ability to reach far, wide and often has opened up new vistas and opportunities for marketing. Eager to take advantage of this growing exposure and influence, some marketers go way overboard and […]
Fit to print vs. print to fit. What’s the difference? Credibility vs. con job. A credible story is fit to print. Puffery fills space. An article telling your story in a compelling way is a powerful credibility builder for your company and can be distributed in a variety of ways. In contrast, a “puff piece” […]
This post has been excerpted from: Is Personal Service in Fintech Getting Lost Amid the Digital Mindset? by Mark Lusky. …there’s a substantial segment of consumers that not only want, but demand, human service—particularly when it comes to customer support. Many people want to consult a live human being for help versus being relegated to […]
Diabetes affects your heart, so take this drug to decrease your odds of dying. Identity theft is right around the corner. Coffee is good for you…wait, bad for you…uh, good for you. (Repeat for eggs, coconut oil, etc.) We are deluged daily with “scary” information—much of it designed to goad you into buying a particular […]
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