Tag archive for positioning

How To Make Your Personal Pitch Be The Powerful Story Of You

How To Make Your Personal Pitch Be The Powerful Story Of You

How To Make Your Personal Pitch Be The Powerful Story Of You Answering the question, “Who are you and what do you bring to the table?,” is some of the most important work I do with clients, whether they’re looking for the next stage of…

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My kind of selfie: a nice testimonial

My kind of selfie: a nice testimonial

  This summer I had the pleasure and privilege of helping a fine London animation company to focus its approach to the US market.  When we were done, I asked if they were happy with the project and would consider writing a testimonial.  This is…

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What is Branded Content anyway?  And what do the Futurists have to do with it?

What is Branded Content anyway? And what do the Futurists have to do with it?

  So what is Branded Content anyway? A heated discussion has been stirred up to define it (a panel in NYC recently traded some pretty harsh opinions on the lines of “I have the greatest respect for….but really they are quite wrong on this”). There…

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Your special-ness

Your special-ness

We all believe we’re really good at what we do. And we’d better be able to convey our special value to clients and hirers. Otherwise how will they find out? When we discover a new company don’t you, as I do, head for the About…

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Career Development: You should never have nothing to do

Career Development: You should never have nothing to do

As seen in Cynopsis Classified Advantage You should never have nothing to do. By Michael Pollock Have you ever found yourself feeling discouraged in that awkward period after you’ve sent out your pitch letters and resumes – and while you’re waiting for those hoped-for responses,…

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What are you working on?

What are you working on?

It’s hard for many creative people to talk about their own work. But if you know what you are good at – and you truly are excited by it – you can usually make a compelling case to someone else that it is worthy of…

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The Great God Positioning

The Great God Positioning

The obsessive search for the Perfect Positioning can often cloud your ability to see what it is you really need to do. Searching for the perfect Positioning become the grail, whereas it is only one tool for achieving your real goal. So what is that…

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How I know this economic mess is all going to work out okay

How I know this economic mess is all going to work out okay

So here is why I feel really good about the way things are going to turn out. It’s because of what I hear every day from my amazing clients (you know who you are – I applaud you!). If their commitment to a successful business…

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Result: Booked Solid!

Result: Booked Solid!

Remember the film director from our post in December? He had let his TV commercials business lapse for some years while he wrote and directed a feature (lots of star power, theatrical release, DVDs etc). Now he wanted to get back to doing some advertising…

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Pop Quiz

Pop Quiz

1. What is your company’s most successful piece of communication? 2. Who was it aimed at? 3. What did you want them to do when they received – saw/heard/read/smelled/felt it? 4. Did they? 5. What makes it successful? Now here is the question that really…

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