Category Archives: Foundations of Marketing
For Marketing Writers Only
by David Tandet A colleague told me about a client he was about to start working with. I asked who their target audience is. My friend had an answer. Then I asked if the client expected to attract – 1) A greater number of similar individuals; 2) An additional group of somewhat similar, yet different,
Ann Wylie . . . Again . . .
by David Tandet Ann Wylie gives great advice. A classic: Graphic storytelling teaches better than text. Some of what she talked about? Photos Graphic design images Cartoons She doesn’t mention it, but I think she’d agree – Punctuation (. . . ! ” ” : etc.) can be pretty powerful all by itself. Punctuation marks,
New Funding Models
by David Tandet Are grants for operating expenses the new funding model? Short answer: not by a longshot. Long answer: In some instances. The bottom line is that the funding agency is awarding a grant to the nonprofit that gives strong indications it can do what it says it’s going to do. And what it
Nonprofit Mission Integrity
by David Tandet When a nonprofit positions itself as the best organization to provide the solution to a problem, it means staying the course for the distance. Three elements should be present for the agency to accomplish its goals and achieve mission integrity. These elements are fluid and can quickly disappear. Organizations that make attaining
Samsung’s Wow, Simple & Inclusive
by David Tandet Samsung had to find a way to separate itself from the rest of the global electronics market. How are they doing it? By being Wow, Simple and Inclusive. The product has to be “Wow” enough to catch consumers’ imaginations. In the crowded electronics arena, that can be a tough one. But for
Ads/PR/=??/No!
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