Sales & Marketing

Tena Lady advert – a bit of peeing which needs more target practice

by Penelope Else June 18, 2011
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. A perfect example of missing your target market by miles. It wasn’t obvious what was being promoted on this tv ad: an attractive young woman has managed to get her dress caught in the lift doors, and we’re afforded an excellent view of her underwear while the dress is being dragged up by the [...]

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Tip The Web – the future for internet authors?

by Penelope Else April 12, 2011
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There’s a new way of earning money through creating high-quality internet content. I think it’s a winner. Where it starts So, one day I’m reading a top-class article online, and a rush of wild generosity bursts over me: ‘I wish there were an easy way to donate, say 20p, for an online article enjoyed, much [...]

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Making your service relevant to your customers: the ‘So What’ game

by Penelope Else August 28, 2009

Summary: if you can convince your worst critics of the benefits of your service, you’re on the way to having something people will pay for. The Game I was reminded today of a one-off workshop I ran, years back, and which I really enjoyed. I had called it ‘Hostile Pitching’, which scared most people off [...]

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Why you NEED Twitter

by Penelope Else August 28, 2009

Summary: Twitter has some great uses, but it isn’t something you can understand from the outside. Here are some benefits and how Twitter delivers them. The Background The other morning I listened to Matthew Wright (The Wright Stuff), guests and callers all pontificating on the nature and value of Twitter (“Isn’t it just people posting [...]

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