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Brief biography:
Glenn R Harrington is the Principal Consultant of Articulate Consultants Inc. Since 1996 he has specialized in consulting on authentic key messages as the basis for effective marketing, brand management, and client loyalty.
http://www.articulate.ca/
If your company does not already distinguish itself as uniquely valuable to a niche of the global economy, then your company needs to identify itself and its value proposition in the same few words as...
In coining names, slogans, mottos, brand promises, and other key messages, many marketers for independent business simply get it wrong. They key: Really understand the ideal client first, then use the...
The statement, “They just make up this stuff” can paradoxically evoke pride in advertising executives and disgust in consumers. Authenticity rules. Glenn R Harrington explains.
While tone of voice and body language matter very much, don't underestimate the power of words.
Many people find that a professional editor can make and suggest revisions more comprehensively, more constructively, and more contextually appropriate than software tools supplemented by a friend or ...
Anybody can edit, so use this article to help you distinguish an editor who can really help you and your readers from one who can only try.
Every child who asks “What’s your favourite color?” gets to name theirs. Likewise, the self-employed ought to ask people “What do you do?” and use their turn at answering to hook prospective clients w...
When people ask what you do, you have 30 seconds to demonstrate relevance. Do not be shy about naming the problems you solve. That’s more compelling than smiles and enthusiasm.
Advertisements work better when they clearly, simply identify the problem that the products solves and present the product as offering rescue from difficulty. Lacking authentic key messages, creative ...
Some marketers regard incentive programs as extending a thank-you gesture to keep customers coming back. Experts in business psychology liken the practice to bribery. Real loyalty can be spoiled by br...
Value and client satisfaction are higher plus efficiency and profitability better ensured when the billable hour is abandoned in favour of value-based fees fixed in advance with a satisfaction guarant...
Questioning the Billable Hour is a three-part series leading many to conclude that price paid should reflect value provided, rather than time spent. The alternative proposed is value-based pricing, fi...
Questioning the Billable Hour is a three-part series leading many to conclude that price paid should reflect value provided, rather than time spent. The alternative proposed is value-based pricing, fi...
Questioning the Billable Hour is a three-part series leading many to conclude that price paid should reflect value provided, rather than time spent. The alternative proposed is value-based pricing, fi...
Many businesses lose focus away from clearly communicating how their market can rely on them to provide great value. The focus of key messages ought to be on providing solutions to challenges that t...
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