Glenn Harrington

Glenn Harrington

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/

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Glenn Harrington Free Articles

Three Reasons Why Independent Businesses Need Authentic Key Messages To Succeed

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 the ideal client would use, and propagate that key message in renewed marketing and brand management.

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Key Messages Blunders Part 4: Getting It Wrong

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 their own words for authentic key messages that work.

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Nine Reasons to Pay A Pro Editor to Review Documents for Publication

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 colleague.

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How to Distinguish A Conscientious Editor from An Insensitive Butcher

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.

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Use A Compelling Elevator Speech to Hook New Prospects

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 with a compelling elevator speech.

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In A Compelling Elevator Speech, Say Why People Buy From You

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.

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What Problem Do You Solve?

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 advertising seldom uses this proven formula to generate sales.

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Loyalty Without Bribery

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 bribes. There is a better, more profitable route to true customer loyalty.

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Value, Efficiency, and the Billable Hour

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 guarantee.

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Authenticity Rules: A Reality Check for Creative Advertisers

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.

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Questioning the Billable Hour part 3: Seven Industries

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, fixed up front (as part of the selling/buying process) backed by a satisfaction guarantee.

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Questioning the Billable Hour part 2: The Carpenter’s Invoice, A Parable about Pricing

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, fixed up front (as part of the selling/buying process) backed by a satisfaction guarantee.

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Questioning the Billable Hour part 1: The Sketch Artist, A Parable about Pricing

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, fixed up front (as part of the selling/buying process) backed by a satisfaction guarantee.

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Key Message Blunders - Part 3: Promoting Features That Do Not Provide Compelling Benefits

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 the ideal client faces.

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Key Message Blunders - Part One: Presumptuous Use of YOUR

Unless a promoter can present to their market what actually belongs to or has been adopted by every person in their market as their own, then the use of your has no place before the market’s eyes. Better to articulate an authentic, basically relevant key message that reflects the thoughts and feelings shared by people who match the ideal client profile.

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