Fish With a Net, Not a Hook

Intriguing phrase, yes? But what does it mean? Well, I came across this phrase in an article* today, and immediately fell in love with it, because it’s a stellar example of how to use an analogy in business communication. Here’s the paragraph from which it is extracted: Vhoto uses computer vision technology to scan your […]

The Four Elements of Sweet Branding Clarity

  In a marketplace overloaded with digital noise and incessant messaging, it’s quite a challenge to make your brand stand out with clarity. Especially for small businesses and solopreneurs. Breaking through all the clutter is not merely a matter of a cute logo and catchy tagline. And it certainly doesn’t involve multi-million dollar ad campaigns. To make your brand […]

Grab Customer Attention with a Clarifying Analogy

“Impactiviti is the eHarmony of pharmaceutical vendor selection.” It took me 18 months to come up with the key analogy to explain my pharma consulting practice, but I’ve gotten more mileage out of that one statement than anything else I’ve used for marketing Impactiviti (my client-vendor “matchmaking” consultancy for pharmaceutical sales/training/marketing). Why is an analogy so important? […]

Be A Marketing Thief

Once we realize that the minds of our potential and actual clients are filled with static, distraction, clutter, and everything-but-you, it becomes clear that we have a one primary task above all others. Break through the fog. It is not up to our customers to figure us out. Throwing a bunch of words against a […]