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this week's Marketing
The River of Ideas
Amidst the pileup of best-wishes messages I received after
last week's thousandth issue of the Marketing Minute, a few
people asked how I keep newsletter ideas coming, week after
week, year after year.
I read. The best topics arise from general business
magazines and books - not specialist material. I collect
scraps of paper on which I've jotted down quotes, examples,
questions and themes. Bad content is as likely as good
stuff to get me going.
I reflect. Things I see others doing that bother me
may rattle around and around in my head before settling into
a plausible topic for subscribers. Likewise, advice that
comes out of me with clients sometimes floats back to me
afterwards as being of wider relevance.
Once in a while, Tuesday comes around with nothing in the
hopper. Then I reconnoiter. I browse books or websites
that have triggered ideas in the past (ScienceDaily.com is a
favorite for marketing-related research). Or I catch up on
my subscription emails until a spark lights up.
The secret underlying all of this: Keep a curious mind.
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