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The Future of Marketing

Newt Barrett

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Latest Blogs from Newt Barrett
Use the B.E.S.T Plan to Plot Your Content Course My colleague and co-author, Joe Pulizzi of Junta42 fame, just posted an article that will make it easier for newcomers to content marketing to get off on the right content foot. The shift in mindset to a content-based strategy from ...
Just because you put a cute dog in a commercial, you won't automatically communicate effectively with your customers. Storytelling is a key component of effective marketing and often of the very best advertising. But, you have to be really careful in the use of storytelling for a brief...
Marketing rules are changing all around us. The winners in this new world will be the early adopters who understand the new breed of buyer, take advantage of better and cheaper technology, and deliver problem-solving content. It's time for marketers to replace traditional publishers. M...
Why a talkative canine was able to put a family-owned business in our collective consciousness One can only imagine the original ad agency pitch to the company when they suggested having the company president and a talking golden retriever be the centerpiece of a national marketing cam...
And Why It’s Not about Your Wonderful Qualities as a Human Being I don't mean to suggest that your customers don't care about your fundamental decency, professionalism, and your devotion to your local community. However, each of those qualities is necessary, but not sufficient for som...
Use Google, Yahoo, and Micosoft Directories to Turn Your Physical Storefront into a Virtual Version (Guest post by WordPress fanatic and small business web consultant Don Campbell) If your business is an "offline" business with a physical storefront, the most effective way to improve ...
Influence them with information well before they are ready to buy from you. I have written before about the many differences between a traditional website and a blog. Your website typically provides timeless information, while your blog provides timely information. Moreover your blog ...
Great Advice from Singapore Blogger and Coach Celestine Chua on Kick Starting Your Business We all tend to go overboard with any important trend. We get so excited about what's brand-new that we forget about the tried and true. So it is with inbound marketing vs. outbound marketing. Ce...
SW Florida media maven and real estate professional, Chris Griffith, clued me into this cool and compelling video does a terrific job of dispelling doubts about the power and impact of social media. So, it's only natural to share it on my blog, which, of course, is a prime social media...
That's the word from veteran SEO expert Heather Lloyd-Martin SEO is not about creating a website sausage overstuffed with key words and phrases. It’s all about creating relevant and compelling content that transforms you into a thought leader who can become a trusted provider. You can...
Whatever audience you must persuade, you need to engage them with compelling content in the form of stories. That’s easy to say, but hard to do. As Jerry Weissman, author of Presenting to Win: The Art of Telling Your Story, puts it, "The problem is that no one knows how to tell a stor...
Content Marketing Pioneer, Tim Berry of Palo Alto Software Tells You How to Build Your Business Before He Charges You a Nickel In 1994, I read the first edition of Tim Berry's wonderful book, Hurdle: The Book on Business Planning without realizing that it was a perfect example of cont...
Visitors to two new client websites are spending a lot of time learning about their teams on pages devoted to team members. Why? Because your visitors understand that they must count on your people to deliver solutions to their problems. When I recently reviewed the Google analytics da...
Be very specific about what tangible benefits you intend to derive from your efforts. It seems as though every kind of organization from multinational to small business to nonprofit are beginning to believe that social media should be an important component of their marketing programs....
Miss Lucy's House of Holidays understands how to segment its customers and deliver targeting messages as part of a consistent content marketing campaign. Like many small retailers, Miss Lucy's has a very limited marketing budget. Unlike many small retailers, they have a very clear un...
Whether or not you are actually sending out regular eNewsletters to customers and prospects, you should consider creating a special ‘tips’ eNewsletter for new users and/or testers. As it frequently does, the Avongate blog inspired me with a post that was specific to software compan...
Does this get me a tweet meme link? xxxxxxxxxxxxx
The E-Book E-Book Is the Perfect Example of Content Marketing That Helps You Be a Much More Effective Content Marketer You have to love it when a great marketing guy completes the content marketing circle. That's exactly what Jonathan Kranz has done in his new E-Book E-Book which teac...
You may be wondering why something as seemingly simple as Twitter causes so much confusion and consternation among business people. Perhaps, it best likened to a tool like a hammer which is simultaneously simple and powerful. After all, a hammer can be used to put up a basic bookshel...
They provide too much of what readers can get anywhere and too little of what readers really want. Local newspapers and business-to-business publications face similar challenges as drastic drops in ad revenue drive equally drastic drops in relevant and compelling content. But for new...
The Wigglebutt Inn Gets It Just Right With a Remarkably Wonderful Name You might not know immediately what overnight guests the Wigglebutt Inn is designed to serve. But, if you guessed that they are four-legged and furry, you would be right on the money. In fact, I'll bet that most of ...
The best small business solution is to eliminate a separate blog and website. Unfortunately, typical small businesses misunderstand the power of a business blog--and cannot envision how it can and should be the driving force behind your online presence. Your best bet is to leverage t...
Word of mouth marketing has carried marketing messages since the time of cavemen. Back then, it didn’t get your message more than a few cave doors down. Thanks to the impact of the Internet, changes in buyer behavior, and the power of blogging and social media, it will be among th...
Our supplier of video services shall remain unnamed. When you arrive at the site you have to wait for flash video to load. Although it loads pretty quickly, the presence of flash is still an unnecessary barrier to getting the information you need to make a buying decision. The home p...
Adventure Training Concepts(ATC) shows us quickly and precisely what they do and why should we should care I met the founders of this company several years ago when they were just getting started. I always loved the idea of what they were attempting to do but had never looked at their...
How a small PR firm built an abbondonza of buzz for a Florida client with a house to sell. Big ideas can trump big bucks. This is especially true in the new Internet-powered world of public relations. Savvy marketers with a minimum budgets can get pervasive press coverage that w...
How They Use Secret Shoppers to Catch Their Team Members Doing the Right Thing. If you are looking for great basic meat and potatoes cooking in a casual atmosphere, you can’t do much better than Five Guys Burgers and Fries. While working on a client project, I had the oppor...
Proving again that our readers like to dig into a variety of topics under the broad content marketing umbrella. While you’re enjoying the beach or a barbecue this 4th of July weekend, take a few minutes to ponder how effective content marketing can make you independent of the old-fash...
When your customers have an important need, they need to know the kind of company you are and why they can trust you I recently had the pleasure of speaking to a combined group of wedding planners from Southwest Florida, the Wedding and Party Planners of Naples and the local National...
Some of the smartest people I know run very small companies in the business-to-business market. They are dedicated to helping their customers succeed. In one-on-one discussions with customers and prospects, they make it clear how they can help. That’s terrific. And it generates sal...
I love my BMW. I think Germain BMW is a terrific dealership. But, I hate their eNewsletter. Why? Because it has almost nothing to do with the BMW brand promise: BMW—The Ultimate Driving Machine. In fact, the eNewsletter is so bad, I can only imagine it must be a stealth product of the...
Don’t get me wrong. The unique part is critical. But the age old concept of a unique selling proposition views the problem of positioning almost backwards. The idea of a unique selling proposition is that you need to differentiate yourself from the hundreds or thousands of other v...
A Company That Gets It on so Many Levels Minimizes Traditional Marketing Expenditures. I was surprised, but not too surprised, to learn from a friend and colleague, David Drickhamer, that the famous maker of ergonomic chairs spent almost no money on traditional advertising. Herman M...
They call it public relations for a reason. Although PR methodology has focused primarily on getting the traditional media to write about your company or your client’s company, the goal has always been to influence ‘the public', that is those members of the population that you want to...
When You Deliver Great Content and Control a Critical Buyer Database You Drive Sales. Although they are in the advertising business, small publishing companies have never done much advertising for their magazines. The reasons were simple, but not necessarily obvious: They didn’t have t...
Dan Roam in “The Back of the Napkin’ makes a convincing case for a simpler and better approach to communicating based on visual thinking. There's a reason that school rooms and conference rooms have whiteboards. We all tend to learn better when we combine what we hear with what we see...
Build Your Brand and Your Business by Using Local Radio to Drive Prospects to Your Blog The key to a powerful online presence is great content that targets your best buyers. Over time, as you increase the critical mass of relevant and compelling content, you will attract increasing le...
It’s all about asking the right kinds of questions of your ideal target buyers Most of us don’t trust our doctors because they have a lot of diplomas on the wall.  Of course, we sure hope they graduated from medical school, did an internship, and completed a residency....
When Their Own Commercial Shows How Hard It Is to Get Urgent Answers, You Know They Have a Problem Imagine a scenario where catastrophe looms unless an immediate solution can be found. That’s the situation here where an aquarium worker accidentally creates a crack in the wall which...
No. Their ever shrinking content reduces them from ‘must read’ to ‘why bother?’ For centuries, print magazines and newspapers had a publishing information monopoly. Even when the consumer universe began to rely more on radio and TV, the business to business media was the only route to ...