by David Tandet
Nah.
Ads and PR are still different.
If Stephen King loves your new novel and writes an article saying so? PR. It’s an unpaid plug that’s sure to boost public perception of your baby.
Then you buy space on the 10 hottest book discussion websites quoting King’s endorsement? That’s an ad. Bought for with rock-solid, good […]

by David Tandet
Branding happens.
A relationship occurs between your business and consumers whether it’s the one you’re hoping for or not. Take things in the direction you want them to go.
Are you a neighborhood hardware store that folks enjoy mulling around in? But you take your time on that special order? You might have a reputation […]

by David Tandet
Want to learn Web 5.0 fast?
Take on a crisis management assignment.
Responding to a state of affairs these days means hitting the net as the situation unfolds. Because video and audio about anything contrary to your interests can be web ready immediately.
Anything?
Anything.
Like someone’s footage of himself expressing his opinion on Facebook.
Is your media rep […]

by David Tandet
11. Lists force you to write better sentences.
Most peoples’ sentences are too long. Structure your points into a list and every point has to be concise.
12. Search Engine Guide likes lists.
Three of the top pieces on a recent Search Engine Guide:
• “28 Resources for Paid Search Strategies” by Manoj Jasra
• “11 Ways to […]

by David Tandet
Emphasizing benefits over features is a basic marketing principle that’s easy to forget. Invest three seconds and you’ll remember to apply it.
Many of you are familiar with the marketing principle that it is better to emphasize benefits rather than features.
Do you remember to use it?
I treasure three seconds that will always remind me […]

by David Tandet
When you go to court, get sworn in and speak, they call it testifying.
That’s for a reason: you’re not supposed to play fast and loose with the facts. And you know what? I suspect dishonest testimony happens less than we imagine.
We think people are up there lying every which way, but […]

by David Tandet
1. Numbers give readers something to hang their hats on.
We humans are programmed to relate to organized categories. When it comes to learning, we process organized material faster and more completely. If the information you’re providing lends itself to being outlined, why not help your readers out?
2. People want gems they […]

by David Tandet
Try if you will. A Lovemark - like Zen, your favorite pizza, and writing in the zone - can not easily be defined.
Actually, a Lovemark is definable enough. But like Zen and great pizza, it can’t be truly understood until experienced. Lovemark degree of separation from a product, service or idea is no […]

by David Tandet
The greatest sales letter ever is “I.” That’s “I” from a “you” perspective.
Thinking about the benefits to a consumer of a product or service is a start in the right direction. But it doesn’t go far enough.
Let’s say the corner bakery wants to start competing in the ultra-fast-breakfast market. They’re going to sell […]

by David Tandet
The 6 keys to marketing hi-tech products:
1. Emphasize benefits over features. So you’ve heard this before? It’s a basic marketing principle, but one that’s easy to forget with hi-tech products. The technology of the latest handheld device may be something for a manufacturer to fall in love with. But that 20-something next potential […]