"10 Traits of Successful Messaging"
The World Wide Web is a noisy place, says marketing pro Bill Jacobs. "Consequently, marketing messages today must be razor sharp to cut through the noise and be compelling enough to immediately hook prospective customers." How? Start with Jacob's examples of messages that work, then starting at the top tier of management, build what he calls a "messaging architecture," with a foundation based on enterprise statements that communicate your company's overall value.

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