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fourth column Tagged Articles
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Positioning Statements That Work
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Why is it that marketing folks tend to think that simply streaming popular buzzwords and ‘chest thumping' adjectives together results in a powerful positioning statement? And by the way, we all know we do it, we kid about it, poke fun at the other guys doing it -- and then turn right around and do the same thing. |
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Other fourth column Related Articles
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When Tactics are not Enough
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| The buzz is all about hits on a radio show or mentions in a newspaper column, Look out!! |
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What All VCs Share
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| In my PE Week column a while back I said that there no best practises in venture capital. A long-time industry veteran emailed agreement, but said that the best VCs do share two characteristics. |
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Guerrilla Television
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| Television time is more inexpensive than ever. It can also be more effective than ever if you understand it. This column will help. |
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There Are No Dumb Business Questions Not
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| I've gotten a few head-scratchers in response to this column. You know who you are, but don't worry, your secret is safe with me. I have a confession to make. Writing an advice column, whether it be advice for love or money or business, is often hard to do with a straight face. Occasionally a question comes over the digital transom that just makes me go, "Huh?" |
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Use a Benefit Funnel to Write Compelling Copy
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| If you've studied some of the big-name direct marketers, you may have heard of a "customer funnel" or "product funnel." That's *not* what this column is about, so don't skip it because you think you already know. (If you don't know, I explain in the last paragraph.) |
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Creating Bullets and Using Bullets Efficiently
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| To create bullets, take a pad of paper. List all the features in the first column, the advantages in the second and the benefits in the third. |
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Tips on taking your thought leadership campaign to market: Four - media
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| This is the fourth in a series of six articles on how to take your thought leadership campaign to market. |
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LEADERS KICK COWARD OR A LIAR.
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| How about if, just for the Fourth of July, we talk less about leadership and think more about responsibility? |
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Where You Stand Is Important
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| To be honest, I could have started this column with “where you sit is also important.” The reality is that where you sit influences where you stand, but where you stand has a direct bearing on where you sit. Let me explain. |
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Today is the Day
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| Those of you who are regular readers of this humble offering may have noticed that each column ends with the phrase "Today is the day!" This is not an accident.
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