Articles written by Richard Fouts

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About me - Richard Fouts

Hello and thanks for your interest. I founded Comunicado, a marketing communications firm in New York City, right after September 11, 2001, during a time when marketing and sales communications were essentially paralyzed. I saw this as opportunity and worked

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Business > General Management A guide to coping with business change: 1 of 5
If you're about to communicate a major change in your business remember these seven things:1. Before you field questions from employees, anticipate the questions. By going through this exercise, you'll anticipate at least 80 percent of the questions likely to be asked.2. Distance can cause misunderstandings and create uninten... More..
Arts & Humanities > 19th Century US History Biography: Abraham Lincoln: 3 of 13
No one typifies the phrase "even you could become president someday," better than Abraham Lincoln. A man of modest origins (he really did grow up in a log cabin), "Honest Abe" never set out to lead the country. And he certainly never imagined presiding over a Civil War.So how did Abraham Lincoln find himself in the White Hous... More..
Business > Customer Management Customer retention versus customer loyalty: 1 of 4
Customer retention measures how many of your current clients were clients a year ago. To calculate retention, divide your number of current clients (who were also clients a year ago) by the number of ALL your clients from a year ago.If you have 10 clients today, of which five were clients a year ago, you retained 50 percent o... More..
Business > Marketing How to get started in marketing communications: 1 of 3
Can't get your marketing communications piece off the ground? Still staring at a blank screen? If you struggle to write the first sentence - or find yourself starting over so many times you just want to give up, here's some advice:Tip #1. THINK before you write. * Who's your audience? * What's your objective? * What is your s... More..
Business > Marketing Tips for creating a unique and professional logo: 5 of 11
Creating a unique, professional logo is a lot like getting dressed in the morning. What's your mood? What image do you want to communicate? What type of look will make people comfortable being around you?Having solid answers to fundamental questions like these, provide a good logo designer what he or she needs to make your lo... More..
Business > Business Strategy The benefits of communicating with vendors: 1 of 2
If you're like most marketing managers, vendors are the most overlooked audience in your communications plan.In fact, in my informal survey of four marketing executives - none of them even thought about including vendors in their communications strategy. It's quite an oversight, especially if key suppliers contribute a big ch... More..
Business > Business News & Issues Company profile: Deutsche Bank: 1 of 2
Its group of senior advisers includes Alan Greenspan. It's US Headquarters, located on New York's Liberty Street, was damaged beyond repair from the Terrorist Attacks on September 11, 2001.Meet Deutsche Bank. And as one of the world's largest investment banks, it employs 75,140 people in 75 countries. Today, 75% of Deutsche B... More..
Business > Customer Management Managing public relations in a world that links people, places and things: 1 of 1
In 1776, economist Adam Smith spoke of the invisible hand of free markets. He told businesspeople to produce products that people want, act ethically, then sit back and reap the rewards. He also warned of the flip side. Selling shabby, unsafe or uncompetitive products, would unleash this same invisible hand's wrath, giving bu... More..
Business > Advertising How to improve advertisement response: 1 of 1
Advertising is like a potato chip. You can't consume just one.But advertising is the most expensive channel in the communications lineup. During 2006, according to New York Business, "Total spending by the top 10 advertisers, which include New York City-based giants Time Warner and Verizon Communications, fell 3%, compared to... More..
Business > Customer Management How to use storytelling to engage customers: 5 of 9
Many years ago, a man who loved music as much as anyone of his generation lost his hearing during his later years. What makes the story even more sad, is that this man was an accomplished musician and a composer of great music. But his deafness didn't interrupt his musical career. In fact, after he completely lost his hearing... More..