by Sue Horner | Mar 8, 2013 | Most popular posts, The Red Jacket Diaries blog
Consumers don’t have time, and that makes it vitally important for your business to be clear about why they should buy from you. That was one clear message delivered by speaker Marie Wiese of Marketing CoPilot at a meeting of the IABC Professional Independent...
by Sue Horner | Jan 30, 2013 | Most popular posts, The Red Jacket Diaries blog
The client put my business card on his desk. He had held onto it since 2003, after we had worked together on a safety newsletter. That’s right, since 2003. I was stunned. As a writer, I’m thrilled to be invited to quote on new projects with someone I have...
by Sue Horner | Jan 21, 2013 | Most popular posts, The Red Jacket Diaries blog
Google founders Larry Page and Sergey Brin were going to the Burning Man festival in Nevada in 1998. For fun, they decided to draw a stick figure behind the Google logo, just in case, as “chief Doodler” Dennis Hwang says, “the site crashed and...
by Sue Horner | Nov 22, 2012 | The Red Jacket Diaries blog
These aren’t just mediocre little shacks for sale! Here’s how 15 homes highlighted in a local newspaper’s real estate section are described by the agents representing them: stunning (five cases) beautiful (two) awesome exceptional exclusive gleaming...
by Sue Horner | Nov 12, 2012 | Most popular posts, The Red Jacket Diaries blog
A Request for Proposal (RFP) is like a mirage in the desert, or a dreamed-of lottery win, or simply a “Recipe for Pain,” says Ilise Benun, founder of Marketing Mentor. At the November 7 meeting of IABC/Toronto’s Professional Independent...
by Sue Horner | Oct 18, 2012 | The Red Jacket Diaries blog
Having a contractor who was a perfectionist made a huge difference to the kitchen renovation that recently wrapped up at my house. I know, it seems crazy. Aiming for perfection can be a roadblock to ever actually finishing anything. But don’t we all want someone...
by Sue Horner | Sep 13, 2012 | The Red Jacket Diaries blog
“A miserable, soul-sucking experience.” That’s how speaker Steve Slaunwhite described cold calling at a meeting of IABC/Toronto’s Professional Independent Communicators. Sure, calling up complete strangers can be successful, eventually. But this “sales-getting”...
by Sue Horner | Aug 29, 2012 | The Red Jacket Diaries blog
Last night, I enjoyed dinner at a local restaurant. Great food, excellent value, attentive service and an elegant setting. There were TWO of us in the restaurant. Four, if you count the waiter and the chef. I was tempted out on a Tuesday night because the restaurant...
by Sue Horner | Apr 12, 2012 | The Red Jacket Diaries blog
It’s easy to understand why businesses want to be on Facebook. There are more than 500 million Facebook users, and half of them are logged in on any given day (thanks, DigitalBuzz, for the stats). But the funny thing is that people don’t really want to get...
by Sue Horner | Jan 10, 2012 | Most popular posts, The Red Jacket Diaries blog
“Dear Valued Subscriber,” the note began. Ah, my newspaper really appreciates my business. As well it should; isn’t the industry in distress? Millennials don’t read newspapers, do they? It’s time to renew my subscription and I’ll...
