B-to-I? Redefining Your Client’s Buying CriteriaBy Kevin on April 8, 20111
This week’s edition of Bloomberg Businessweek has an article about magazine publisher, Richard Beckman, and his efforts to revitalize The Hollywood Reporter, Adweek and other media properties. I read with interest and some amusement how Beckman says he invented the term “B-to-I”. Most are familiar with the term B-to-B...
6 Steps to Becoming a Trust AgentBy Kevin on December 3, 2010
I recently picked up and re-read Trust Agents by Chris Brogan and Julien Smith. I read it when it first came out in 2009, but its importance has only grown in the last year. It’s funny because when Trust Agents came out I was just embarking on my own...
Be AccessibleBy Kevin on November 29, 2010
I wrote in a previous post about how one venture capitalist, David Aronoff, invites strangers to meet with him on certain days. Similarly, I was blown away the day before Thanksgiving when marketing guru, Jim Kukral, sent out a blast email inviting people to call him and ask him...
By Kevin on October 2, 2010
The philosophy behind much advertising is based on the old observation that every man is really two men–the man he is and the man he wants to be. –William Feather
There are only two ways to sell more stuffBy Kevin on August 23, 2010
Everybody wants to sell more stuff—especially in this economy. It’s not complicated–you only have two options: 1) Sell new stuff to existing customers 2) Sell existing stuff to new customers So you have to make a choice. Do you want to find new people to buy what you have,...