Win Now. Win Later.
The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.
The 7 Most Common Ways to Fail When Making Your Ads “Creative”
Creativity is the second most important factor in advertising effectiveness, according to over 50 years of quantitative data.
A Love-letter to Radio Sales from 3 Ex-Production Directors
This fiery video challenges your media company to have an internal advocate for your advertisers. Somebody who will act in the best interest of the client and campaign.
Why The Road Runner’s Style Guide Kicks Your Style Guide’s A$$
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
Turn Your Business into a Loveable Money-Making Machine (Part 2/2)
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
The Most Powerful Words Are Unspoken
When you say it in your ad, the audience is as likely to dismiss it as accept it. When you cause the audience to say it in their heads, it’s automatically, unquestionably accepted.
Turn Your Business into a Loveable Money-Making Machine (Part 1/2)
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
“Can You Hear Me Now” — How Verizon Grabbed Greater Market Share As Premium-Priced Provider
Verizon couldn’t afford to lower rates or compete on price. Instead, they had better advertising.
Brand Distinctiveness and Key Words at Key Times
If people do business with you because of your ads, then they’re expecting the buying experience to match the one promised in the ads.
Long Ads, Short Ads, and Creating Viral Videos | Wizard’s Roundtable
Is it better to have a bunch of little 15 second ads or a full 60 second ad? Is a quick postcard better than a long letter? And how can we leverage entertainment?
Sizzle is a Sound Effect
"Sell the Sizzle, Not the Steak” — or so says Elmer Wheeler. And if you’re in marketing or sales, either you like that phrase, or rather strenuously object to it. Those who object say things like "If you sell sizzle without the steak you’re a con artist."
Last Touch Data
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” That statement has driven businesses on a quest to determine what is working. Many claim to have the answer when they actually don’t. All they know is last point of contact.
The Remarkable Taste Text
Roy H. Williams says, "Advertising is a tax we pay for not being remarkable." Dixon melons are sliced into juicy, axiom-proving-bites. Besides their remarkable taste, Dixon melons are available only for a limited time in small quantities.
GeoTarget or GeoFence? That is the question.
You can decide to target: People who are regularly in your targeted location (i.e., they work or live in that area) People searching in that area, or People that are just in or show interest in that area.
They Hate My Ad! (Now what?)
Now, I don’t subscribe to the notion that “hey, they remembered you…and that’s all that matters.” It’s very easy to be outrageous and “get remembered.” The job of your ad is to “get remembered” and sell some stuff.