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Frank Marafiote - EzineArticles.com Expert Author  

I am a business writer and consultant with over 25 years experience in advertising, marketing, and public relations. My specialty is helping small and medium-sized businesses communicate more effectively with their customers and employees. To stay current in my field and to be challenged by students who expect excellence in the classroom and online, I teach graduate and undergraduate marketing and advertising courses at Southern New Hampshire University. An accomplished communicator, I have made ... [More]

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  • Service Guarantees As a Strategic Weapon
    [Business:Marketing] Unconditional or specific guarantee? Either way, service guarantees can be used as a strategic weapon to gain a competitive advantage.


  • Human Resources and Branding - Treating Job Applicants Like Customers
    [Business:Human-Resources] An out-of-work marketing executive in Minnesota recently made an emotional -- and somewhat threatening -- plea for HR departments to show more humanity towards job-hunters. In "How About a Humane Human Resources?" author Pat Dawson reminds us that job applicants are frequently our customers and prospects as well job hunters.


  • What is an Enlightened Manager?
    [Business:Management] We have made tremendous progress in recent years in educating managers about the importance of modeling behaviors that engage employees and contribute to the quality of work-life within organizations. While the days of the capricious, vindictive boss are not entirely over, a new generation of managers has grown up valuing teamwork and corporate social responsibility.


  • More Than a Paycheck - Offering Employees a Vision
    [Business:Human-Resources] To motivate employees to feel passionate about their work, organizations first need to offer them a vision worth pursing. Creating a vision statement for employees is an important first step in the internal marketing process.


  • How to Ask For a Referral
    [Business:Sales] Satisfied clients will let their friends and associates know about you, but you must let them know that you both want and accept referrals. Assuming the project went well, your customer is in the best frame of mind to provide you with the names of other prospects who might be in the market for your services.


  • How to Evaluate a Home Business Opportunity
    [Home-Based-Business] How does someone know if a home business opportunity is worth the effort? As a home business owner myself, and as some who is asked by clients to help them decide on a home business, I thought it was time to put some of the basics down in writing.


  • Why Are Customer Testimonials So Effective?
    [Business:Customer-Service] The effectiveness of customer testimonials has a lot to do with our primitive instincts. Humans tend to place a higher value on stories -- anecdotes -- than on hard facts and scientific "evidence." If you are in any kind of business where you have to present clients with information that contradicts their current attitudes or beliefs, they might have a hard time accepting it. As the saying goes, "What are you going to believe? Your own lying eyes or what I tell you?"


  • The Incredible, Vanishing Day in the Life of a Home Business Owner
    [Home-Based-Business] The world of the home business owner is full of temptations! Staying focused on work is a challenge when the phone is ringing, the television is on, and the Internet is calling you to surf so many non-work related web sites. Here's how one home business owner and marketing coach/consultant tries to deal with the distractions.


  • New Life For Press Releases in a Web 2.0 World
    [Business:PR] Social media allow people to use text, audio and video to share information, ideas and opinions, such as blogs, podcasts and message boards. Social media releases are news releases that incorporate and utilize properties of social media. The degree of social in a news release can vary considerably. One example would be the company that uses the traditional news release, but which also has a media room on its Web sites where press releases can be posted. The releases themselves often contain links to other Web sites and resources.


  • Why Email Marketing Works
    [Internet-and-Businesses-Online:Email-Marketing] Email marketing programs and newsletters are effective because they satisfy a prospect's basic needs for timely information and on-going reassurance. Your on-going email marketing and newsletter program helps to build and maintain relationships with prospects and existing customers.


  • How Social Networking Can Kill a Business
    [Internet-and-Businesses-Online:Social-Networking] Smaller businesses and professional practices tend to be less aware of the angry voices that might use social networking as a way to ruin their reputations and businesses. Here's a reminder to smaller companies to be alert for negative comments and some common sense ideas on how to deal with it.


  • Great Reasons to Market With Newsletters
    [Business:Marketing] Print and email newsletters are an effective, inexpensive way to develop and maintain positive relationships with your prospects and current customers. By publishing a newsletter on a regular basis, you help establish the credibility of your organization and increase your company's sales effectiveness.




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