The Personality Prescription, Part 2 – Never Cut Price
Dropping price to be competitive means we’re only working harder to put ourselves out of business sooner.
The Personality Prescription, Part 1 – Stalled Growth
Stalled growth is an outcome of a growing dependence of home service contractors on digital media. They’ve bought into the “wasted circulation” concept.
Beer And Headaches And That Awful Cramping
Chuck Blore's study for CBS found that advertising makes beer taste better. I believe it makes pain manageable, too.
Will Advertising Sell What People Don’t Want?
It's a common desire in retail to advertise the things which aren’t selling and let those which will sell easily sell themselves.
The Biggest Waste in Advertising (a Case Study)
Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a river defy gravity.
Should an Upwardly Mobile Zebra Shed Its Stripes?
Successful marketing, getting your company noticed, requires behavior that's not only risky, it runs counter to instinct.
Zen and the Art of Persuasion. Part 3 of 3
People avoid risk on three levels. The biggest risk is that they’ll purchase the wrong solution – that they’ll have spent the money and still have the problem.
How to Steal Your Competitor’s Customers. Part 2 of 3
Is this a good ad? Does it make you want to buy a can of John’s Tomato Juice? A good ad would.
How Does One Educate a Customer? Part 1 of 3
“Everyone needs our product,” said Bob. “All we need to do is to tell them about it.” He thinks advertising problems in the water supply is an excellent way to attract potential customers to his business.
Higher Profits Through Testing of Every Variable
Let's say we increase the response rate on your offer from 1.5% to 1.85%. That’s enough to get marketers excited. “You’re kidding,” I can almost hear you say. I'll explain why.
The Long And Short Of Persuasion
The wrong question is “Which sells better? Long copy or short copy?" I’m a long copy proponent. That is, I’m opposed to the “nobody will read more than 300 words” school of advertising.
Media’s Dirty Little Secret
I’m constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to “reach the right people.” Because they all reach the same people.
There Is No Word-of-Mouth “Marketing.”
Word-of-Mouth is now more critical to business success than at any time since the dawn of mass media. And yet you can’t make a customer talk about you.
Reticular Activation – How the Human Anatomy Prevents Ads from Reaching “Everyone”
They don’t consciously notice those ads because the human brain won’t let them. Let me explain the four sets of brain waves.
Military Positioning as Marketing Strategy
Your company is the newcomer. You’re the young upstart that has innovated and is generating significant buzz. How can you expect the leader in your business category to react?