Think you need a marketing expert? Think again.

It might interest you to know the following points, neither of which are very flattering to our current masses of “marketing gurus…”

The difference between marketing and marketing communications

One: they may believe what they do is marketing, but there’s a good chance it’s marketing communications, which is only part of the story.
Two: if they know that what they do is marketing communications but they tell people they do marketing, they’re telling a porkie**.

But in fairness, it’s not that simple.

What does “marketing” really mean?

So that you don’t have to take it from measly old moi, here are some very respectable definitions: [Read more…]

My new recruitment business: how should I promote it?

Here’s another question from the inbox: how to promote, market and write about a brand new early years (Kindergarten) education recruitment business. Like most crossovers between professionals and the commercial world, care has to be taken to make sure any promotion is squeaky clean.

My new recruitment business: how should I promote it?

You might also like to blog about early years/Kindergarten education issues within the localities in which you operate.

This lady started off with what I reckoned was somewhat the wrong approach … [Read more…]

How to market yourself in the music business

Please welcome a new contributor to HTWB, Milton Keynes (England) based film maker and thought leader Farai Chirimuuta. Here Farai shares his advice on marketing for up and coming musicians – gained from his extensive experience of making music videos and guiding performers through this competitive and often cut-throat industry.

How to market yourself in the music business

First and foremost, it is essential to have branding sorted.

Aspiring musical artists of the modern climate, serious about pursuing a musical career, have so much more to consider before getting signed by record labels than in previous generations. [Read more…]

Why 2 stage translation is essential for multi-lingual marketing

In a business context, proper translation is no more a luxury than blankets are on your bed when the weather is cold. Yet in our international marketplace, you still see terrible … often laughable … translations of business elements like website text and social media posts that just don’t make sense.

Why 2 stage translation is essential for multi-lingual marketing

No matter how brilliant a bi-lingual or tri-lingual translator might be at keeping up with trends in their languages, something’s got to give.

Let’s face it: although English is probably the most widely-used business language in the world at the moment, those who speak it as a second or third language often do not use it as correctly as a native English speaker will. That may be good enough in conversations. But in text, and in scripts for audio and video, good enough is just not  good enough. [Read more…]

Blogging for business: forget marketing – think customer service

Has it ever occurred to you that blogging for business does not belong in your box of marketing tricks?
And, because of its huge value in supporting business relationships, it actually belongs as a vital part of your customer service efforts?
No? Thought not.

But according to British copywriter Catherine Davies, we’ve got blogging for business all wrong…

Blogging for business: forget marketing - think customer service

Considering blogging for business as part of a customer service remit, rather than a marketing strategy, could alter the approach and increase the engagement from online readers.

(For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here)

[Read more…]

How to make benefits your best friends in business writing – 10 Quick Tips

Everyone in business knows – or should know – that benefits are what customers and prospects are interested in when it comes to what you have to sell.

How to make benefits your best friends in business writing - 10 Quick Tips

What if there are so many features that it’s hard to translate them into benefits?

But all too often businesses get stuck on the features of their products and services, without relating them to what’s in them for the customer. Result? Poor  results.

[Read more…]

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