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How to sell ice to an Eskimo

Let me start by saying I’d love to be able to sell ice to an Eskimo. But you know what? Eskimos don’t need ice. They’re surrounded by it. Unless I have the most incredible, cheap or convenient ice on Earth, I’d be a lot better off selling to prospects who aren’t already in the arctic. [...]

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How to communicate a brand at every touchpoint

Many small to midsize B2B companies don’t consciously think about branding – they think it’s a concept for consumer marketers, not business-to-business marketers. Branding IS important in B2B. A brand is an expectation that you create and fulfill for your market. For your prospects and customers, it’s the entire experience that they have with your [...]

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How to find a hook

You probably know that publicity in the media can be extremely valuable in building credibility and awareness for your company. A legitimate news story is an endorsement that can reach a wide audience for very little cost beyond your own creativity and time.  It can help you Build awareness about your products/services, expertise and people [...]

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How to increase your email response rates

Shorten your subject line! There’s been a lot of buzz about Return Path’s recent analysis on email click-through rates.  Using data from two years’ worth of client campaigns, here’s their discovery: Subject lines with fewer than 50 characters generated a 75% higher click-through rate than subject lines with 50 characters or more. (In case you’re [...]

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How to calculate your max bid price

Have you (or someone you know) spent a bundle on a pay-per-click campaign with negligible results? Or are you shying away from paid search because you’ve heard that it’s expensive and difficult to manage? (If you’re new to paid search, here’s a quick intro.) In any PPC campaign, it’s important to watch your bids and [...]

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