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ARTICLES
_________________________________________________________________________ Capitalize on Business Value of Customer Testimonials and Case Studies Every marketing initiative supports the generation of sales. Some are designed to communicate features,
benefits and, if applicable, technical data. Others are designed to reinforce fulfillment of customer need, establish differentiation
from competitors, create market interest, and populate sales pipelines. Customer testimonials and case studies amplify messaging of all. _________________________________________________________________________ Pulling the Plug on Profits: Premature Termination of Good Marketing Programs The
penchant for dramatic change that new marketing executives want to bring to their position can be unwittingly detrimental
to a company’s success. Even when a need for change is evident, new executives would better serve their organization
with more objective assessments and value-based retention of the inherited marketing landscape. _________________________________________________________________________ Every client is
unique, as is every new project. The instinctive writer approaches projects this way and with all the verve that Michelangelo
approached a new block of marble. Content, whether for the Web, print marketing or public relations, lies within source materials
and the minds of a client’s project drivers. The instinctive writer extracts the content with its unique messaging and
substance intact, analogous to Michelangelo “freeing” his sculptures from marble.
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© 2004 Savvy Copywriting. All rights reserved.
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