Public relations is all about credibility, without which you have little chance of getting your message across. In this document, Michael Maynard asks you to ask yourself, 'Would I buy it?'

Customer service begins with thinking like customers.
A good place to start is with language. Thought and language mirror each other, and when the right words are used, the organization begins to behave as if they were true. Use the wrong words and the opposite happens.

Recently, I came across an interesting column in a national marketing publication. The writer indicated that marketing programs don't perform well because of 'business marketers' dogmatic belief that 'selling is the only form of marketing I need to do.''
This is an amazing statement because our experience at Graham Communications is quite different. As we see it, the problem is failing to achieve the benefits of marketing because the emphasis is always on sell, sell, sell.

Before purchasing a car, computer, copier, or equipment, businesses do the usual due diligence. They do research, make comparisons, and then decide on the most appropriate product with the best value. John Graham explains why research is required before making an extensive marketing investment.

MARKETING-THEN SALES- FOR THE SHORT AND LONG TERM by Richard Barry Most everyone has firsthand knowledge of just how competitive business is today. We reali...

Focus on attracting customers not making sales.
With effusive CEO testimonials and countless articles and books describing how companies have transformed themselves into tightly focused, totally energized commerce machines, it would seem that change should be easy. But let’s face it: If it were simple, there’d be more of it. Even when the evidence for change is compelling, most companies continue to cling to the known and the familiar.

To succeed in today’s selling environment, you’ll need to think out of the box.
There’s one revolution no one wants to think about, let alone discuss. It’s what’s happening to selling. Although the Internet has a profound effect on sales, it isn’t the only challenge facing salespeople. In fact, the Internet might only be the tip of the iceberg.

Call it branding. Call it marketing. Call it whatever you want. But it has the singular objective of motivating the right customer to want to do business with a particular company or to buy a particular product or service. In this document, John Graham lays to rest some common misconceptions on the role of marketing.

P.R.: SEPARATE FACT FROM FICTION by Michael Maynard Public relations is often improperly or ineffectively used, giving businesspeople, as well as the public, a warped view of P.R. In th...

When it comes to paying for a professional service, most of us are skeptical when the bill arrives in the mail.