Author: Derek Pollard

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LeBron James got it wrong. The Decision was never about him. It was about the team he was joining and the crowds they were going to awe and entertain. The same holds true for your marketing. Focus on creating fans and inspiring *them* to thrive.

It’s a shopworn cliché, I know. There’s no I in team. If we look a little closer, though, it gets more interesting. Because there is a “me” — and that fits to a T. I know, I know. It’s all about the client, the customer, the reader, the user. That’s true, too. After all, they’re the star players. But you’re never going to get to know your audience or learn how to connect with them if you tune yourself out. Because in order to write effectively, you have to listen outward. And you can’t do that if you’re not present yourself. I mean, try it. Try being empathetic…

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Have you read Jane Miller’s new book yet? From the Valley of Bronze Camels was recently published by the University of Michigan Press. It’s the latest title in the Poets on Poetry Series, which has been up and running since Donald Hall founded it in the late 1970s. That’s quite a run for an art form that’s routinely being carted off to the morgue (and yet keeps insisting, for all you Monty Python fans, “I’m not dead”). Jane’s book is a spectacular addition — for readers of all stripes. Why? Simply put, as my colleagues at the press write: “Jane Miller loves…

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That’s right. Research shows you generally have no more than 8 seconds to reach your audience. Unless you connect with them, that is. In which case, they’ll give you their undivided attention. And often their business. (Something that’s a bit of a broken record with me, as you’ll see in other posts.) That’s why concision is so important in content marketing. It lets you create immediate connections that can evolve into lasting connections — or into brand loyalty, as we’re used to calling it. But we should be careful not to confuse concision with simply using fewer words. Len Markidan, CMO at Podia,…

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