When my daughter went looking for a newer car recently, she found out how badly sales and marketing can be botched. In one case, she found exactly the car she wanted for the price she was hoping to pay. She approached the dealer to take the vehicle for a test drive. Alas, she was told [...]
About Lori Widmer
Associate Lori Widmer is a veteran writer and editor with more than 12 years of insurance and risk management focus. She has worked for a third-party administrator, managed editorial and blog content for a risk management newsletter, written some 150 articles for insurance and risk trade publications, and has worked directly with major insurers to create communications and marketing pieces. She is a hockey fan and owns her own Evgeni Malkin (of Pittsburgh Penguins fame) jersey.
Why Brand Matters
I had a talk with a potential client not long ago about the company’s brand. When I asked what the current brand was, the team members were silent for a few moments. Then the team lead said, “We don’t feel that’s relevant to what we’re trying to do.” Really? It’s a misconception I’ve seen repeated [...]
Show Your Stuff
I was talking with a client contact recently when I realized he didn’t know how well-versed I was in his industry. Not entirely odd, as he’s a contact and not a client; but I took the opportunity to let him know I understand the topic he was talking about, and I sent him a link [...]
When Overstating Is Obvious
Recently, I was helping an intern with some proofreading and editing points when I realized just how much work she was putting into the line-item listing this internship would be on her resume. She’d use maybe 30 words to describe all she’d learned with me. That isn’t much space with which to impress someone. So [...]
