“What is the difference between a feature and a benefit anyway?,” a manufacturing product manager asked me recently. His question implied that there is none and that the entire concept is corporate BS invented by smooth-talking communication professionals. Let this no-nonsense communication professional assure you: there is indeed a difference between a feature and a […]
Last week, I attended the breakfast meeting of the local BNI chapter as an invited guest. I am an introvert and definitely not a morning person, so these types of early morning network meetings are very much out of my comfort zone. Luckily, BNI Lokeren Durmestad is a lively and welcoming bunch. Eggs, bacon and […]
Sometimes we get to work on truly meaningful topics, such as communication on antimicrobial resistance. AMR was one of the main issues discussed when Maggie De Block, Belgium’s Minister of Social Affairs and Public Health visited the BD Benelux Experience Center on February 15, 2019. Read the article here (in Dutch): https://www.nieuwsblad.be/cnt/blvva_04191992 Read the article here (in Dutch): https://www.hln.be/regio/aalst/minister-maggie-de-block-open-vld-op-bezoek-bij-erembodegems-bedrijf-bd~acbf714a/ […]
There is only one good reason to issue a press or news release: when you have actual news to share. Well, um, isn’t that a given? Why would that even merit a blog post? For one, because the frivolous, irrelevant or just plain dumb press release is an age-old problem. They were the bane of […]
Sports and B2B communication could not be more different. In many ways, sports is the envy of any B2B communication professional. Involved fans who love your brand and who welcome any information you put out there. And they happily spend money on your merchandise. What is not to love? Maybe the more pertinent question is: […]
For years now, content management has been the talk of the communication town. But what does content management mean precisely? And how can you make it work for and in B2B? Take a good look at case studies. Executed well, a case study can deliver real value in more ways than one. Study this? […]
Here’s the thing about the elevator pitch: every business absolutely must have one. “One” is the key word here. While many companies don’t have an elevator pitch at all, others have too many. Why you should have an elevator pitch First, let’s figure out why it is so important to have one. The answer is […]
In a previous article, we discussed the importance of showing up on the first page of Google search results. On its face, that seems like an unobtainable goal for all but a few corporate giants. But there is an overlooked way for small and medium-sized companies to “own” a search term. Take a good look […]
The best thing about Twitter is that you can send a short message to the world and hundreds of millions of people (but especially your followers) can potentially read it. The worst thing about Twitter is that you can send a short message to the world and hundreds of millions of people (but especially your […]