A Smart Start For Marketing Your New Residential Home Service Company
With this strategy you spend upwards of 10X per lead less, convert higher, at a higher average ticket, at a higher gross profit.
Ira Glass Part 4: Ditch Your We-We
If you ask Ira Glass, he’d tell you the two biggest mistakes are: (1) Using an inauthentic, over-hyped “voice” or presentation style, and (2) Keeping the focus on yourself instead of the customer.
Empire Builders #002: HBO Magic
The method that HBO uses to create Emmy Award winning shows and how you can apply this to have the best advertisements on the planet. I can guarantee you Ridley Scott would agree.
Ira Glass On Advertising, Part 3
Ira’s third video on storytelling is by far the most popular. He's describing the positive side of the Dunning-Kruger effect. I think this video speaks to: Linear, no-threshold thinking, Minimum Effective Dose, and Cumulative Effect.
Hope is Not a Strategy for Greater Return on Advertising Investment.
The reality is that most of us fear that we aren’t turning our marketing dollars into profit. Not consistently. Not directly. Which is why we have advertising budgets. To limit risk.
The media is NOT the message.
I remember a Marshall McLuhan quote of “The Media is the Message.” So I asked Roy, what about McLuhan? The skies darkened, the floors parted, and a fiery hell appeared as Roy screamed.
Ira Glass on Great Advertising, Part 2
“The amount of time finding the decent story is more than the amount of time it takes to produce the story… I think that, like, not enough gets said about the importance of abandoning crap.”
Tipping Point of Retail and the S-Curve
A dozen years from now 50% to 60% of transactions will be occurring online. And a surprising advantage will go to stores who sell online but advertise locally.
What Matters is What’s Remembered
When you advertise, you typically make bullet points of what you “want customers to know.” Giving a customer an education so he’ll have no choice but to pick you is as fanciful as it is arrogant.
The Tale of Ted the Radio Tortoise and Harry the Anxious Hare
I spent a day with two HVAC company owners. Harry the Anxious Hare is closing barely 10% of his online leads. Ted the Radio Tortoise’s telephone team is closing more than 60%.
Your First Year In Mass Media Branding: 12 Milestones and a Timeline
A roadmap for TV and Radio that works. If your ad campaign is conceived to get real traction, you’ll see these first four milestones within the first three to five months...
Putting Funny Ads To Work For Your Boring-Ass Business – Parody
If the humor isn’t tied to the message; if you can’t talk about one without talking about the other, then any attempts at persuasion will be short-lived and not very memorable.
Are Your Ads Gossip Worthy?
You probably read this and thought: that’s an unrealistic expectation. Kind of like expecting an ad to “go viral.” Who gossips about ads, of all things? And why would anyone want people gossiping about their brand?
Everyone You Know (is a liar)
"NOBODY reads the newspaper." Beware of anybody who speaks in absolutes. Statisticians look for something called a “representative sample.” And you don’t have one (no offence, I’m sure you’re a lovely person).
How to Advertise “Caring” and “Craftsmanship”
The Coors campaign took market share from Bud and Miller while spending one-third as much money. They used a half-dozen smaller differentiators to build up “quality” and “caring” as what set their beer apart.