CRAFTING THE RIGHT MESSAGES Pt. 2: TEN EXPERT TIPS
“What we really need is a mindset shift that will make us relevant to
today's consumers, a mindset shift from 'telling & selling' to building relationships.”
Jim Stengel, former Global Marketing Officer, Proctor & Gamble
“Audiences everywhere are tough. They don't have time to be bored or be brow beat by orthodox, old fashioned advertising.”
Craig Davis, former Chief Creative Officer at marketing communications firm J. Walter Thompson
“Don't be satisfied with stories how things have gone with others. Unfold your own myth”
Rumi, jurist, poet, scholar
"Keep it short and simple (KISS)”
One of the most famous speeches in North American history, Abraham Lincoln's Gettysburg Address, took only two minutes and 246 words, most of them of one or two syllables.
“Focus on the core problem your business solves & put out lots of content & enthusiasm, & ideas about how to solve that problem”.
Laura Fitton, Founder of Twitter app store Oneforty.Com
“People don't want to be sold. What people do want is news and information about the things they care about.”
Larry Weber, author of Marketing to the Social Web
"In our rush to be heard and understood, we focus way too much on ourselves doing the talking. We are the critical factor in communication, it is true. But our listening is much more important than our talking, because our listening determines whether we learn anything, and actual communication occurs."
Harvey Robbins & Michael Finley, authors of ‘Why Change Doesn't Work’
“It no longer makes economic sense to send an advertising message to the many in hopes of persuading the few.”
Lawrence Light, former Chief Marketing Officer at McDonald’s
“Authenticity, honesty, and personal voice underlie much of what's successful on the Web.”
Rick Levine, co-author of ‘The Cluetrain Manifesto’
“By publishing content that shows buyers you understand their problems and can
show them how to solve them, you build credibility.”
Ardath Albee, author of ‘E-Marketing Strategies for the Complex Sale’