Dana Herra is the president of Herra Communications, a boutique marketing firm that offers marketing consulting, copywriting and content to small and medium businesses. Dana is passionate about helping brands discover and amplify their uniqueness. Before launching her company, Dana was an in-house marketing director. She worked in the industrial manufacturing and the higher education industries. She developed her knack for storytelling and her ability to simplify complex topics through a 10-year career as an award-winning journalist.
Every year, amazing businesses fail simply because the people who would buy from them (their target audience) didn’t know they existed. I blame “Field of Dreams.” The movie came out in 1989 and was an instant classic, but the concept behind its tagline — “If you build it, he will come” — has misled millions...
March 29, 2022