David Meiselman

Compare and contrast to clearly define yourself

Posted by in Copywriting, Messaging & Positioning

Mike Troiano, our CMO at Actifio, posted a great piece on our blog yesterday, CommVault vs Actifio. In it, he does a fantastic job of comparing and contrasting Actifio with one of our big competitors, to whom we are often compared. Most importantly, he draws the distinction between official positioning and product reality. “On closer inspection Actifio and CommVault are in fact pretty different. They’re saying all the right things when it comes to defining the next generation of enterprise storage technology. But Actifio is delivering on them – today…read more

Adjacent Content Marketing ftw

Posted by in Branding, Copywriting, Featured Content, Search, Social Media

When you are coming up with topics for content marketing – not the stuff where you define your company’s value or the offerings of your products, but the stuff that people want to keep coming back for – don’t focus on your products. No one thinks your baby is as cute as you do. You are not the market, even if you may be a member of it. Your mother may want to see 1000 pictures of the kids, but your neighbors do not. Why then do you think your…read more

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Word choice matters in sales. A view from the buy side.

Posted by in Copywriting, Featured Content, Sales, Uncategorized

After 20 years on the sell side, in both sales and marketing, I have spent the last couple of years on the buy side. As such, I have sat through countless vendor presentations and agency pitches. It is amazing to me how many salespeople, even the better ones, make fairly fundamental mistakes in word choices when they are trying to describe scenarios that relate to your business during sales presentations. I learned long ago that the key to developing good messaging is listening to the market. Listen to customers and…read more

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Mad Men Marketing Lessons: Speaking in their language – the secret of effective message development

Posted by in Copywriting, Featured Content

In a season 2 Mad Med episode, Don Draper decides to send two staffers to a West coast aerospace conference, an account executive and a copywriter. He tells the copywriter, “I am sending Campbell (the account exec) to do the talking. I’m sending you to listen.” Among the many memorable quotes from Mad Men that marketers can take away as sage advice, this is one of my favorites. the reason is that it gets to the heart of marketing (and selling too, if truth be told). In order to both…read more

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Your social media voice – Be real!

Posted by in Copywriting, Featured Content, Online Marketing, Social Media, twitter

You don’t need to yell your sales pitch through a bullhorn. Social Media is not simply another platform for interrupting people with your sales pitch. Don’t get me wrong. There is nothing wrong with selling stuff, and to do so takes a pitch of some kind. But, even I, the sales and marketing guy, get turned off by the direct, no pleasant introductory conversation, dive right in and get it on type of sales come-on, whether it is face to face, online, or in any other medium. Social Media extends…read more

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