Seth Godin is a friggin genius, in my humble opinion. And I told him so back in 1999. Had I not read his first book, Permission Marketing, I wouldn’t have had the knowledge and jargon I needed to secure a job with 1-800-FLOWERS.COM that got me started online. (He was very courteous in his reply; […]
Archives for May 2008
Seattle Marketing Strategy: The first three questions
These are the first three questions you need to answer before you spend any marketing money. I ask these three questions whenever I start a new project. In fact, I find it impossible to build a solid plan without these answers.
Strong positioning paves the way for good copy
To (whom),
(who/what) is the (what is your frame of reference?)
that (what is the benefit that the “whom” will realize?)
because (what are your supporting claims?)
Seattle Marketing Strategy: Why real estate marketing is so hard
In The First Three Questions, we talked about consumer insights, source of volume, and positioning statements. The formula works for every marketing situation I’ve ever encountered. But for some reason, it’s especially hard when a residential real estate agent asks me for help. The realty dilemma Leaf through a few Biznik profiles for real estate […]