Marketing Partners - Burlington, VT - Communication and Marketing

People Don’t Buy What You Do – They Buy WHY You Do It
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People Don’t Buy What You Do – They Buy WHY You Do It

Marketing Strategy, Purpose, Mission, Values

People Don’t Buy What You Do – They Buy WHY You Do It

By Pat Heffernan|2018-10-31T13:51:16-04:00September 7th, 2010|Marketing Strategy, Purpose, Mission, Values|

It happened again last week. The background product brief chock full of features and detailed specifications arrived in my box -- and there was no inkling of why anyone would want to buy this thing — of why it was being made. Why is the most important question in marketing communications. At the product level, hopefully, it's a relatively simple question to answer. But at the business level, it's crucial to have an answer if you wish to change the status quo. Why do you do what you do? Why does your organization exist? And why should anyone care?

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Changing Minds: Frames Matter More Than Facts
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Changing Minds: Frames Matter More Than Facts

Behavior Change, Framing and Reframing, Persuasion, Words, Language and Labels

Changing Minds: Frames Matter More Than Facts

By Pat Heffernan|2018-05-20T20:24:52-04:00August 26th, 2010|Behavior Change, Framing and Reframing, Persuasion, Words, Language and Labels|

I can no longer count on my fingers the number of times I've searched fruitlessly for the perfect, convincing set of facts to change minds or advance an issue. Really, I should know better. Facts are not what change peoples' mindsets. Frames are.

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Don’t have a social media strategy? You’re not alone.
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Don’t have a social media strategy? You’re not alone.

Communication and Marketing, Marketing Planning, Social Media

Don’t have a social media strategy? You’re not alone.

By Nicole Twohig|2024-11-21T16:15:06-05:00July 30th, 2010|Communication and Marketing, Marketing Planning, Social Media|

These days, when new clients come to us looking for strategic marketing communication plans, inevitably one of their first questions is about incorporating social media. Don’t we have to have it? Won’t it increase our customer base and revenue and help us leverage our small marketing budget? On the flip side, we find clients coming [...]

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7 Questions for Your Marketing Strategy: A Checklist
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7 Questions for Your Marketing Strategy: A Checklist

Book Reviews, Marketing Strategy

7 Questions for Your Marketing Strategy: A Checklist

By Pat Heffernan|2019-04-06T22:24:36-04:00July 1st, 2010|Book Reviews, Marketing Strategy|

It often happens this way. First I hear a book author on NPR talking about an interesting subject, then the issue comes up with friends, and then just before the subject is about to slip from short-term memory, I see the book. So it was recently when I saw The Checklist Manifesto: How to Get [...]

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On Saying Nothing

By Alec Julien|2017-07-15T13:17:09-04:00June 28th, 2010|Communication and Marketing, Words, Language and Labels|

The recent political debacle in South Carolina, where a clearly unqualified Alvin Greene can regularly be heard stammering through interviews with confused reporters, got me thinking about the phenomenon of talking (or writing) without saying anything. It's particularly poignant in the political arena, wherein avoidance of real issues, and issuance of benign platitudes are rewarded [...]

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Internet Trends 2010, by Morgan Stanley’s Mary Meeker
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Internet Trends 2010, by Morgan Stanley’s Mary Meeker

Advertising and Media, Communication and Marketing, Tools and Technology

Internet Trends 2010, by Morgan Stanley’s Mary Meeker

By Pat Heffernan|2017-07-15T13:17:10-04:00June 9th, 2010|Advertising and Media, Communication and Marketing, Tools and Technology|

The Pace of Change Continues to Accelerate For someone like me, the best thing about Mary Meeker’s annual Internet Trends presentation is it’s just packed with data. The charts are sometimes too packed, in fact, and more than one viewing is a must to take it all in. But it’s always revealing, and usually inspiring. [...]

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How are we helping the polar bears, Mommy?

By Sally Kieny|2017-07-15T13:17:10-04:00May 31st, 2010|Behavior Change, Persuasion|

Image by ocean.flynn via Flickr In schools these days, children are learning about climate change and (in my children’s school, at least) lessons are linked to the melting ice caps and survival of the cute little polar bears. Sometimes around our dinner table, you’ll hear conversations about the importance of using less electricity, [...]

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