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The Voice of Authority

Some principles are timeless – like the voice of authority, used increasingly well in so many niche businesses, blogs and Web sites – all made possible by the rise of the Internet and our always-on access to find anything we want. Robert Cialdini in his excellent book Influence, The Psychology of Persuasion illuminates the principle [...]

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Offline To Online Marketing at The Gas Station

Who would have thought that the local Shell gas station could support the local knowledge marketers? Yesterday I was filling my car with gas, and above the pump was – yes – a TV monitor – all wired in to cyberspace giving me real time updates on local traffic, weather conditions and news. Of course [...]

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Site User Testing: The Wake-Up Call!

If you want to know what really happens when people visit your web site, invest in this remarkable service: UserTesting.com At a surprisingly low cost you get a handful of smart people to go over your site and give you candid feedback. Specifically, you get a video that shows the user’s cursor moving around your [...]

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Answer the Question — and Shine!

There’s a growing recognition in the marketing community of the power that flows from a “maven status”. Something about human nature is at play here. We all tend to place our trust in “experts”. Given the choice, we’d prefer to have our heart treated by the cardiology professor and our stocks managed by the TV [...]

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Magic on LinkedIn

In recent weeks I’ve been following the work of Chip Lambert, a business development consultant and LinkedIn maven. A recent post on his blog, which happens to reference people I know, makes a powerful case for the connective power of the high-end network. My name for this kind of thing is “Leveraged Serendipity”. When you [...]

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Donald Trump is always Knowledge Marketing

At the launch of Trump University in 2005, Brandwithin had the opportunity to work first hand with Donald Trump for Trump U’s first product – The Wealth Builder’s Blueprint. Filming for the video in Trump Tower revealed the power and presence of Trump himself. My colleague Jon Ward was the interviewer. Now we see the [...]

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The World’s Greatest Branding Seminar

The 2008 election is a serious matter, politically. We can only hope that every eligible voter will get involved. The result will impact not only America, but the whole world. Meanwhile, the whole thing is a ton of fun to watch if you’re in the marketing business — which you are if you’re in business [...]

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Food for Thought

Tapping into the new waves of social conscience, FreeRice.com proves that a great idea can travel fast. Raising awareness and resources to fight hunger, this site motivates game players to make a difference as well play and learn at the same time. This smart PIP has become a worldwide phenomenon. Here we see how words [...]

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Blogger vs. WordPress

I’m asked whether to use Blogger or WordPress. Short answer: WordPress, with your own URL. There are so many creative minds putting energy into WordPress, you don’t want to miss out on the possibilities growing there. I just adopted a template for my Marketing Action Journal which has a “blogsite” character — a blog that [...]

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Social Media and The Big Picture

A question comes to ne about “the importance of social media in the greater scheme of things in the world of media.”That’s such a big question, I may be missing the intention behind it. Taking that risk, here are a couple of thoughts.There’s a constant subtle ju-jitsu between marketers and consumers. Marketers seek a kind [...]

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