Every character in a script needs to see themselves as a main character. But the skill of the writer is to balance all of these "main" characters throughout the arc of the story, to hold the attention of the reader. This is an exceptionally important concept for those looking to [More]
Unfortunately, the answer is rarely found within instruction manuals, YouTube videos, and training, as these are often focused either on configuration, or on the "clickety-here, clickers-there" of how to use each bit of system functionality. Or, management believes the myth that the system will work only if every field must [More]
While every situation is different, these action points will help you both recover… and reduce the risk going forward. Use this list as a checklist for when it happens, or as the basis for a plan you put together in advance.• Immediately change all of your passwords to strong passwords, [More]
Unfortunately, launching an affiliate program is far easier said than done. And these programs rarely deliver on their promise; here are ten reasons why, and some clues on how to get them to deliver. Clients are not actually the best affiliates, despite knowing you the best. The best affiliates are [More]
Smart leaders (and boards) recognize that brand balance choices are as strategic a decision as any other marketing one. Here are the five levels of brand balance, and why each may have a role. Level Zero, Irrelevance: At this level, a leader's brand makes no difference, internally or externally. While [More]
The answers to these two questions have one thing in common: they can be used to build trust. Or, in the absence of the answers, diminish it. So in the age of ChatGPT, Bard, and other AI systems, how can we build trust in the content we produce? Thankfully, at [More]
What has happened is that marketers have realized that simply by using ChatGPT and its ilk, they can churn out dozens — or hundreds — of vanilla articles, all at exceptionally low cost. And then flood the web. Welcome to the future of the internet: junkification. Picture Google searches junkified [More]
Traditionally, journey mapping and touchpoint analysis starts at the very first "touch", and continues through to commitment: the contract signature. But what about the touchpoints after the ink is dry? There are several categories of touchpoints that are traditionally ignored, but can make a significant difference to the client experience. [More]
Completed Journey Maps really are just the start to a robust marketing and business development process. Each journey map needs to be fleshed out to better understand the prospect's/client's/member's perspective and mindset. Consider the following questions for each touchpoint: What is the emotional state of the member at that particular [More]
Just perhaps, the driver should be the client. Or at least, the client should not be ignored, which is where journey mapping comes in. To get started, here are eleven journey mapping questions that play directly into a digital transformation initiative. (They are also great questions if your organization is [More]
Each week, get Randall’s 60-second nugget on translating digital knowledge to action. Curious? Read 600+ past articles.
Δ