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Glenn R Harrington

Glenn Harrington is the Principal Consultant of Articulate Consultants Inc. Since 1996 he has specialized in consulting on authentic key messages as the basis for effective marketing, brand management, and client loyalty. http://www.articulate.ca/



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To increase cost-effectiveness in marketing , do not cast a wide net. Tighten focus on communicating authentic key messages to your ideal client profile. 04/04/2011
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If your company is not distinguished as uniquely valuable to its niche, it must state its value proposition in the same few words ideal clients use and propagate that key message. 02/24/2011
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In coining key messages, many marketers simply get it wrong. They key: Really understand the ideal client first, then use their own words for authentic key messages that work. 02/17/2011
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Twitter, Facebook, blogging, or newsletters? For a small business, get 13 points on each in terms of important features and commitment required. 11/16/2010
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A pro editor can make and suggest revisions more comprehensively, more constructively, and more contextually appropriate than software tools supplemented by a friend or colleague. 11/03/2010
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Anybody can edit, so use this article to help you distinguish an editor who can really help you and your readers from one who can only try. 10/30/2010
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Like children who ask “What’s your favourite color?” and name theirs, the self-employed ought to ask “What do you do?” then hook prospects with a compelling elevator speech. 10/07/2010
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When people ask what you do, you have 30 seconds to demonstrate relevance. Do not be shy about naming the problems you solve. That’s more compelling than smiles and enthusiasm. 09/17/2010
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Advertisements work better when they identify the problem that the product solves and present it as offering rescue. Creative ads seldom use this proven formula to generate sales. 04/13/2010
comments: 0 | views: 755 | Glenn R Harrington in:
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Do incentive programs simply extend thanks to keep customers coming back? Experts in business psychology liken them to bribery that can spoil true loyalty. There's a better way. 03/04/2010
comments: 0 | views: 745 | Glenn R Harrington in:
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Value and client satisfaction are higher plus efficiency and profitability better ensured when companies adopt value-based fees fixed in advance with a satisfaction guarantee. 01/13/2010
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While tone of voice and body language matter very much, don't underestimate the power of words. . 01/13/2010
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Many companies present their achievements in their promotional efforts. The focus of key messages ought to be on providing solutions to challenges that the ideal client faces. 12/24/2009
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Over-promising implies gullibility and triggers skepticism. Better to articulate an authentic key message that reflects the thoughts and feelings of the ideal client. 12/24/2009
comments: 0 | views: 1137 | Glenn R Harrington in:
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Many companies present their products or services as already belonging to their market. This is how the presumptuous use of YOUR is often used. There is a better, truthful, way. 12/23/2009
comments: 0 | views: 629 | Glenn R Harrington in:
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The five don’t-do-this pointers here could help save anybody from advertising failure. 12/23/2009
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The statement, “They just make up this stuff” can paradoxically evoke pride in advertising executives and disgust in consumers. Authenticity rules. Glenn R Harrington explains. 12/23/2009
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