The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Your buyers (and the media that cover your company) want to know what specific problems your product solves, and they want proof that it works—in plain language.

When creating content about your offerings, remain focused on the buyer and the buyer's problems, rather than elaborating on distinctions between products.

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When I first press “Record” on my iPhone, I simply ask the person I am about to interview if it's okay to post the video on YouTube. I also ask about name spellings and company affiliation and title. I then know how to refer to my interview subjects throughout the video, and I have a record of them giving me permission to record! During the video-e

Marketing generates attention from the many people who make up a buyer persona. Sales content (and salespeople), on the other hand, communicates with one potential customer at a time, putting the buying process into context.

Take the language that the marketers at your company dreamed up and substitute the name of a competitor and the competitor's product for your own. Does it still make sense to you? Marketing language that can be substituted for another company's isn't effective in explaining to a buyer why your company is the right choice.

In 2006, the most overused words and phrases included next generation, robust, world class, cutting edge, mission critical, market leading, industry standard, groundbreaking, and best of breed.

Great content in all forms helps buyers see that you and your organization get it. Content drives action.

They're living in reality, not according to their fears.