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Audience identification is the essential first step for all marketing and communications

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19 Sep 2023
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Frank Strong, MA, MBA
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The first step in any effective marketing or communications program is audience identification. Audience identification is the process of understanding an audience – their hopes, fears, motivations, influences, questions, problems and aspirations and the language they use to express all...
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Good Job! Complimenting Competitors in Marketing can Tip Sales in Your Favor [Research]

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19 Oct 2021
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Frank Strong, MA, MBA
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Research out the Fuqua School of Business involving 4,000 people finds complimenting competitors likely to tip buyers in your favor I’ve had many clients and former employers that were sensitive to any mention of the competition over the years. Among...
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Corporate Communications is Taking More PR Work In-House, finds Survey; Media Relations Gets Even Harder

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11 Mar 2019
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Frank Strong, MA, MBA
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Corporate communications departments are taking more work in-house. It’s a trend that mirrors similar patterns seen broadly in the marketing for the last several years, where CMOs have slashed agencies in favor of in-house teams. Some 47% of respondents said...
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Marketing as Sensors The Peripheral Votes in Your Business Results

The Competition and Industry Gets a Vote on Your Marketing

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04 Sep 2018
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Frank Strong, MA, MBA
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Situational awareness is a concept I first learned in the military. It’s the idea that most environments that warrant a military presence are fluid and dynamic. You can’t get so focused on what you’re trying to do – that you...
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Where B2B Marketing gets its Leads 5 Takeaways from the Chief Marketer Survey

Where and How B2B Marketing Generates Leads it Likes [Study]

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04 Apr 2017
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Frank Strong, MA, MBA
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Email remains a top channel for producing leads in B2B marketing, according to a survey data from a report by Chief Marketer titled Top B2B Lead Gen Trends. That’s no surprise perhaps for veteran marketers, but it’s the mix and...
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How to Get the B2B Marketing Persona Right

How to Get the B2B Marketing Persona Right [UML]

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12 Nov 2016
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Frank Strong, MA, MBA
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4 Comments
The term “buyer persona” has reached peak interest in the last five years, according to Google Trends.  If B2B marketing isn’t careful with how these are sourced and created, then interest could plateau or decline. Personas ought not be viewed...
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The Buyer’s Journey and Why Content Marketing is a Thing

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08 Jul 2014
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Frank Strong, MA, MBA
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4 Comments
By the time a customer talks to sales, they are 90% through the buyer’s journey and close to a purchase decision; content marketing is more important than ever. In January 2013, I was licensed to skydive.  For a variety of...
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5 Takeaways from a Study on Social Media Sales

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03 Sep 2013
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Frank Strong, MA, MBA
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3 Comments
by Frank Strong Some 40% of social media users have made purchases online, or in stores after interacting with content on social networks. This according to a study by the Vancouver-headquartered Vision Critical titled: How Social Media Drives Your Customers’...
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What If Warren Buffett had a YouTube Channel?

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23 Jul 2013
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Frank Strong, MA, MBA
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2 Comments
by Frank Strong Warren Buffett doesn’t have a YouTube channel.  Or more accurately, his company Berkshire Hathaway, doesn’t have a YouTube channel.  One might credibly argue, the holdings company, which has recently, if not oddly, gone on a strange buying...
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Market Research Mistake Falling in Love with an Idea

Market Research Mistake: Falling in Love with an Idea

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23 Apr 2013
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Frank Strong, MA, MBA
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2 Comments
In a perfect world, one grocer might have begun their market research with a null hypothesis: “The null hypothesis assumes that any kind of difference or significance you see in a set of data is due to chance.” Instead of setting out...
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Image via DALL-E, “a diverse group of professional men and women, dressed in business attire, eating pages from various reports, articles and white papers in the style of van Gogh”
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28 Mar 2023
If you want to get the best results out of PR, you 100% must put some effort into Twitter
5 point memo to PR about Twitter from a survey of 2,000 journalists (to get the best results from PR, you must put effort into Twitter)
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20 Jun 2023

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About Sword and the Script Media, LLC

Based in Atlanta, Georgia, Sword and the Script Media, LLC is veteran-owned public relations agency immersed in the business-to-business (B2B) marketplace. We focus on process-driven programs for PR, marketing and social media. A defining difference comes down to our approach – that marketing ought to have utility. This is because marketing that helps, sells better than marketing that hypes.

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