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Showing posts from August, 2012

Why Renew?

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Build It, They Will Come?

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With the “boys of summer” in full swing, it’s easy to reminisce about some all time great baseball movies, like Field of Dreams, where Ray Kinsella (played by Kevin Costner) is urged by a voice to “build it, he will come” and after building a baseball diamond in the middle of an Iowa cornfield, miraculously the ghosts of Shoeless Joe Jackson and the rest of the seven Chicago Black Sox team from 1919 appear, along with hundreds of fans.
But if you’re hoping the same strategy, “build it, they will come” will work for driving your value marketing tool campaign success, you will quickly find that hope as a strategy might work for Kevin Costner in a movie, but rarely works in the real world.
The good news is that you are already off to a great start, engaging your frugal buyers with the interactive white papers and financial calculators they need to help justify “Why Change?, “Why Now?” and “Why You?”.
But just developing these tools and posting them to your website is not enough. Post de…