Brand protection happens all the time. For instance, a salesperson was once giving a presentation
at a trade show, and one of his slides included a logo blitzkrieg that happened to
include the prominent mark of a large but very sensitive insurance company. A public relations
representative from that company was in the audience, and afterward, assured the
salesperson in no uncertain terms that immediate legal action would be taken unless their
name and logo was immediately stricken from all marketing and sales material.
Case studies
As we discussed in the preceding section, case studies are the heavy firepower of thirdparty
validation. In the right scenarios??”and used wisely??”they can be the differencemaker
in a marketing effort, because while people generally resist being sold to, they love
reading about others who already made the purchase. When a case study highlights the
successes of other companies who once shared the same pain points as your prospect, you
have a priceless slice of marketing to exploit.
We already covered the process for gathering and writing the collateral. This section
assumes that the final content is ready to be implemented into the site.
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