People (prospects) want to learn what your product will do FOR THEM - not what your company does. Every bit of content you present MUST address the prospect's question - "What's in it for me." Period.
Congratulations on the 3rd Edition of The New Rules of Marketing & PR," David. Thanks for making me a best practice in the book.
Embrace your authenticity and free your content.
Not all content is pretty.
I have experienced this dozens of times at the conferences I have hosted. Presenters try to send in PPT files that are 50MB and larger.
Quite often, this occurs with real estate, oil & gas and drilling firms. Their presentations tend to include many high-res arial photographs and maps. This will not affect the visual "screen" or projected resolution display.
Click on your inserted photo to activate the compress function, upper left. Sorry, there is not delete funny people function.
The ONLY place Kashi acknowledges they are a Kellogg’s property is in the investor relations materials – never on the cereal boxes.
Kudos to Kellogg’s for recognizing that their shareholders like the Kellogg’s/Kashi financial brand story – but the healthy earthy crunchy folks who EAT Kashi cereal (and associate Kellogg’s brand with sicky-sweet-unhealthy cereal) do not. This was a very savvy and brand-humble decision by Kellogg’s marketing.
Not every “product” you may own fits under your brand, especially if you are active in M&A. Some can be assimilated overtime, but be wary if the house brand it so concrete in a wrong direction.
Cursing is “plain English” and – exactly as we use it verbally – you can use creatively to add “color.” I would not suggest dropping an F-bomb.
This ad, the final “punch-line" in a series, was sent ten’s of thousands of times in hardcopy direct mail, magazine, email and online. It did damn well.
