Behavioral economics is the study and application of human psychology in understanding how people make economic decisions – often in contrast to the viewpoint that human beings always act in a rational, self-interested manner. By analyzing social, cognitive and emotional factors, behavioral economics aims to read the mannerisms of a person (or institution), and then predict and appeal to the customer in getting him or her on-board.

We thought it would be interesting to see how a few people-based behavioral economic principles and techniques can be applied to B2B marketing and sales - and even how you would write sales copy. (more...)

Think back to a particularly great speech you’ve heard. Whether it was a motivational speaker, the best man at a wedding reception, an influential CEO at a regional conference, or Winston Churchill in the Houses of Parliament, remember that a great deal of planning and foresight shaped this person’s words. Whatever the occasion, here are a few key things to consider when crafting that brilliant speech.

Grab their attention immediately

You only have an instant to make a first impression on the audience; remember that they’re there to hear the speaker’s insights and expertise, but you need to get them immediately engaged. (more...)

One aspect of corporate brand building is having your company officially recognised as "the best" in a category, as judged by your clients, peers or industry associates.

Such opportunities on a global scale may be somewhat limited for professional services firms. Manifesto conducted a quick search and compiled a sample list, with awards ranging from client choice to best consulting website awards. There are even awards for "best small firm", which we have not included in this list.

Many companies make it a point to list their awards in their communications or website. Examples include Deloitte, or Hayes Management Consulting. Have you? (more...)

So you’ve covered the SEO basics on your site – you’ve tweaked your title and description tags, added traffic-generating key phrases, created friendly URLs and added an XML sitemap. Take it to the next level with a few of these advanced tips and techniques.

Use the social network

Everyone knows the power of social networking. But in an ever-evolving world, it’s getting tougher to use these effectively. Facebook, Twitter, YouTube and others all rank high in search engines, so make sure your accounts and URLs are SEO friendly. Bear in mind that your interaction on social networks is a ranking factor for Google as well, so make sure you’re keeping the conversation lively and active. (more...)

Recently, we have seen a rise of “CEO Brands” in the consumer market – brands based on the personality and values of the company’s CEO. There are even books written on the topic.

Research shows that a CEO’s reputation can account for up to 50% of a company’s reputation, so building and managing a CEO brand must be planned and executed carefully. Steve Jobs, Donald Trump, Richard Branson, Jamsedji Tata and Li Ka Shing are just a few examples of dynamic CEOs whose reputations are strongly linked to the companies they founded. Increasingly, there are some CEOs whose personal brand names are not necessarily tied to companies they set up but which are built around their business reputation. Take Jack Welch at General Electric or Lee Iacocca at Chrysler for example. (more...)