Open Forum

How do we make our readers think we’re smart?

Having a company blog isn’t some new fad. In fact, it’s taken a long time for many companies to see the benefit. Forget about the silly name for a moment, and just consider a blog to replace the “news” part of your website (which you never update frequently enough, do you?) with something that’s far more dynamic, readable and effective. Instead of a stuffy “news” section which makes a company look over-formal and undynamic (because it hasn’t had anything added for months), a blog makes you look like you’re genuinely… Read More »

Avoiding the “Stunningly Awful Demo”

If you ever have to give product demonstrations, you’ll be amused by Guy Kawasaki’s Five Things Not To Do in a Demo on the Open Forum. However, many of these “things to avoid” also happen to be no-go areas in other parts of the marketing mix. Not doing your homework when it comes to the audience’s needs is a good example of something which doesn’t just apply to demonstrations. If you’re taking a product to an construction industry exhibition, you need to make sure the focus of your handouts is… Read More »

Can you cope with the criticism?

Guy Kawasaki on How To Change The World is usually worth listening to, and last week on the AmEx OPEN forum he posted a nice piece called The Art of Customer Surveys. Now, we all know we have to listen to our customers (and equally importantly, potential customers), and we all know surveys are a good way of sounding them out, especially as they’re so easy to do. But Kawasaki points out there are many dangers in surveys, not least their self-selecting nature. I don’t think these are reasons to… Read More »