The Slow Season Fallacy of PPC Advertising
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.
2022-04-28T14:52:23+00:00By Jeff Sexton|
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.
2022-04-26T17:43:10+00:00By Jeff Sexton|
When marketers and business owners talk about Word-of-Mouth, they only think they’re talking about the same thing.
2022-04-13T14:08:56+00:00By Jeff Sexton|
Think of “the way” as both a future hope and a path to get there.
2022-04-05T14:19:56+00:00By Jeff Sexton|
I don’t even have to tell you what slap I’m talking about, do I?
2022-03-31T18:23:36+00:00By Jeff Sexton|
Of course you’ll grab Kellogg’s Frosted Flakes over the (significantly) cheaper, generic and off-brand alternatives.
2022-05-24T20:03:35+00:00By Jeff Sexton|
When the main benefits your brand delivers are self affirmation, status, and hope, you can charge almost anything you want.
2022-03-11T14:30:17+00:00By Jeff Sexton|
By the time you’ve been on the air for three months, your audience knows who you are.
2022-03-07T17:03:40+00:00By Jeff Sexton|
Two southern college coeds meet up for lunch during summer break after a year away...
2022-02-26T02:13:31+00:00By Jeff Sexton|
These are mini-dramas in which the efficacy of the product is semi-demonstrated, as testified by the main character.
2022-02-18T14:55:33+00:00By Jeff Sexton|
You'll need to follow either Pizza Hut or Rolling Stone. It depends on whether customers are wrong about you, or they're right.
2022-02-09T16:05:27+00:00By Jeff Sexton|
Even guaranteed attention fizzles with a dud ad, while completely disinterested audiences can be won over with high-impact advertising.
2022-02-08T18:18:42+00:00By Jeff Sexton|
Marlboro was a failed filtered cigarette brand, marketed to women with the slogan “Mild as May”
2022-02-02T15:16:36+00:00By Jeff Sexton|
Demonstration ads are like testimonial ads. They demand more of the advertiser and the creative team, but they're persuasive magic.
2022-01-24T15:23:32+00:00By Jeff Sexton|
Immediately following the launch of the Mr. Whipple campaign Charmin displaced Scott as the #1 brand in America.
2022-01-17T14:28:31+00:00By Jeff Sexton|
Branding aims at de-commodification: getting the customer to see you as the better, worthier option. And there are three ways of pursuing this goal.