I recently read Barry Humphries’ autobiography 'My Life as Me'. It’s a rollicking and spell-binding, if you can ignore the fatal flaw - convoluted, obscure words.  I nearly gave up. Discover how the right words matter - especially in marketing - and 6 easy easy ways to choose the right ones.     Read more

If you’re selling enterprise hardware, software or services, you'll know these 3 'try-outs' only too well. Chances are, you've invested plenty in some but they went nowhere; there are reasons. In this post, I profile the 6 most common 'pre-purchase try-outs' — the benefits and pitfalls, when to choose which, when to charge — and how to win more. The principles apply equally to software, hardware and services.    Read more

How much do tech companies spend marketing their technology? How much do you spend? How much should you spend? Find out how you compare. Are big competitors outspending you? Probably. Do you need to match them? Probably not but, whatever you spend, be sure that growth - not just activity - is the result.  Read more

If you're a film buff, you'll know the name Billy Wilder, the Hollywood writer/director who co-wrote and directed classics like Sunset Boulevard, Some like it Hot, The Apartment and Double Indemnity. Yesterday, a post from Mark John Hiemstra at Unbounce called Direct Your Landing Pages Like a Hollywood Legend caught my attention.  I investigate how much we can still learn from greats like Billy.       Read more

At a time when we're drowning in a tsunami of content - web, email and social, good, bad and mostly irrelevant - we take a look at the rule book from one of the greats. If you want to cut through in less time with more impact, you can learn a lot from a master of the craft      
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White papers remain valuable resources in B2B marketing - they are sought after by decision makers who are impatient and short of time. If your white papers are boring, they will be tossed out faster than a snorer at a recital.   Read more

Drug technology is an area that sparks heated debate, causes tempers to flare and blood pressures to rise. We delve into the latest research and find some unexpected, good news. You might not see this grabbing headlines on TV or media front pages, but it should. 
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Whatever happened to Leadership? To Vision? To Respect for Australians? We put the recent  Federal Election fiasco under the microscope and find ignorance of basic Marketing 101.   Read more

Red ocean space is where small fish are devoured by sharks and other larger fish. A red ocean market is the name given to a mature market with many competitors.   Read more