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Author Archives: Hobart Swan

Online, there is no nonverbal communication

Ninety percent of all first-time communication comes through the written word, says Peter Shankman, a networking guru described in Investor’s Business Daily as “crazy, but effective.” Given the ubiquity of social media and online communication, and the increasing sophistication of ...

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Quick tips to help your company ‘cross the chasm’

I recently managed a repositioning process for a local company. This successful, growing technology company is making the transition from offering “a piece of hardware that fits particular niche” to “a solution that benefits the enterprise.” Moving from product selling ...

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Idaho’s other tuber (access required)

Idaho farmers are experimenting with a new tuber, one that sells for a thousand times more than potatoes per pound. This tuber is the truffle, the fruiting body – between the size of a golf ball and a baseball – ...

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Are you earning customers, or just trying to buy them?

Here are a couple of statistics for you: 90 percent of web traffic comes from offering customers a good reason to visit your site. Ten percent of traffic comes from paying to have them visit. At the same time, companies ...

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Brand journalism makes you reporter and publisher

(Part two of a two-part series) In the first of this two-part series, we looked at how companies can use case studies to increase interest and traffic and, ultimately, to win new customers. In this second of two parts, we ...

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Is your company ready for brand journalism?

(Part one of a two-part series) Back in the old days, like five years ago, companies used to be able to get sales, leads and inbound calls by courting the media, running ads and doing traditional marketing (direct mail, email ...

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Social media ‘score cards’ are improving

One of the great things about Idaho, in general, and Boise, in particular, is how easy it is to find someone who is connected to someone you’d like to know. This makes networking relatively easy, compared to what it’s like ...

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Steering customers to the right place

Ever since two wheel merchants showed up at the same cave entrance, one question has dominated the minds of business people the world over: How can I convince customers to buy from us instead of them? It’s the same question ...

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