I’ve been writing about the use of story in marketing for years, and here’s what I know. A great story has many significant elements, and to have the greatest impact, each of these elements must be built in a certain order. The ...

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Marketing Podcast with John Jantsch In this week’s episode of the Duct Tape Marketing Podcast, I’m going to talk to you about Creating a Core message for your company. I’m not interviewing anyone – it’s just me talking to you and ...

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One of the most fulfilling moments in my consulting work comes when a client finally flashes a hint of realization that they do indeed have an affliction. And that affliction is – that they desperately need to be exactly like ...

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There is a somewhat famous Albert Einstein quote that goes: “Make everything as simple as possible, but not simpler.” I think the application of that thinking to marketing, and more specifically marketing messages, is crucial, now more than ever. Confusion ...

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