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December 10, 2012
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Business news you can use from your Better Business Bureau®

  Trends & Trust 
  • Ford report on cultural trends places high value on trust
    Trust is an important new currency, particularly between brands and the 20- to 30-year-old consumer, according to a "Looking Further with Ford" consumer-trends report. John Gerzema, executive chairman of BrandAsset, says that trust has eroded by 50% since 2001, but that it has risen 35% as a brand asset. Harvard Business School cultural anthropologist Grant McCracken says, "The name of the game is absolute transparency." MediaPost Communications/Marketing Daily (12/6) LinkedInFacebookTwitterEmail this Story
  • How to turn website visitors into customers
    You might be able to encourage your online visitors to become customers by writing attention-grabbing copy and including informative images and effective calls to action, writes Alexia McCormick. "Whether it's a button that takes them to another page or a form to fill out on the landing page, the call to action should be clear and simple," McCormick writes. Duct Tape Marketing (12/6) LinkedInFacebookTwitterEmail this Story
  • Other News
  Customer Satisfaction & Marketing 
  • 4 traits shared by the best online retailers
    The best online retailers generally offer fast shipping, handle returns quickly and make it easy for their customers to talk to a human being when necessary, according to a company called StellaService. "Any company is capable of 'elite' customer service," Michael Hess of Skooba Design writes. "It's not about size, or systems or money -- it's about a molecular-level desire and -- above all else -- genuine, tireless effort to make people happy." CBS MoneyWatch (12/7) LinkedInFacebookTwitterEmail this Story
  • B2B marketers' challenge: Creating great, measurable content
    Content marketing's importance to B2B efforts has become almost universally recognized, even as its difficulty is acknowledged, Ted Karczewski writes, citing a variety of studies. More than 9 in 10 B2B marketers plan to do some form of custom content in the next year, but 64% consider creating the volume of content itself a challenge. More than 4 in 10 marketers believe they don't have the personnel to create unique content and 35% lack the budget, according to an Econsultancy survey. (12/7) LinkedInFacebookTwitterEmail this Story
  Management & Leadership 
  • How to get your employees to embrace change
    If you want to drive change at your organization, you have to make employees understand why it is important, Ginny Macdonald of Pointcross Consulting writes. "Employees need to understand why change is needed today, rather than six or even 12 months from now, and they must feel they have a voice in shaping change," she writes. Additionally, companies should re-evaluate the structures that guide employee behavior, she writes. Financial Post (Canada) (12/7) LinkedInFacebookTwitterEmail this Story
  • Smart leaders have a taste for low-hanging fruit
    Want to quickly improve your leadership? Focus on identifying and picking low-hanging fruit, suggests Scott Eblin. "Don't overcomplicate things. Look for behaviors that are relatively easy to do and remember and likely to make a difference in how others experience you as a leader," Eblin writes. Level Blog (12/6) LinkedInFacebookTwitterEmail this Story
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  Funding & Finance 
  • Using customer service to generate profit
    With some clever thinking, it's possible to offer customer service that actually generates profit for your company, writes John Jantsch. "The way to do this is make it a formal package, think about it like a product and offer it either as a tangible added value or as an à la carte offering," he writes. For example, you can hold regular question-and-answer sessions or create online courses to educate your customers. Duct Tape Marketing (12/7) LinkedInFacebookTwitterEmail this Story
  • Last-minute tips for reducing your tax bill
    The end of the year is rapidly approaching, but it's not too late to minimize your tax bill, Bonnie Lee writes. You can write off certain costs associated with launching your business, and you might also be able to deduct expenses that you incur while throwing holiday parties for your employees or customers, she notes. Fox Business Small Business Center (12/7) LinkedInFacebookTwitterEmail this Story
  Featured Content 

  BBB in the News 
Alas for those that never sing, But die with all their music in them."
--Oliver Wendell Holmes Sr.,
American physician, writer and poet

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