The Viewmaster Guide to 3-D Testimonials
3 common mistakes from testimonials and examples of what a 3-D Testimonial sounds like as a finished product. Here’s how most people screw it up, and how you can make sure you get it right.
5 Marketing Tactics That Piss Me Off
If you don't display the price in your store, I'll think it's expensive. I won't bother to ask the price and run the risk of embarrassing myself. I'll walk out.
The Social Engineering Brilliance of “L’eggo My Eggo”
To understand the brilliance of what Leo Burnett did, you have to consider what they didn’t do — what a lesser advertising title might have done.
Are You Making This Relationship Destroying Mistake with Customers?
You paid an extraordinary amount of money to bring that phone call in. Don’t screw it up by being selfish with your language.
Why Character-Driven Ads are the Key to Higher Margins
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.
Lambo vs Lear. Plot the growth curve for your business.
You can create campaigns that are fast like a Lambo. Fast to get moving. Quick to reach maximum speed. Then tons of resources to just keep steady...
Is Lifetime Customer Value Still Important?
We discuss considerations in calculating lifetime customer value, how you can maximize it, and how to be sure you don’t go broke waiting for that customer to come back.
The 2 Most Common And USELESS Pieces of Marketing Advice Given to Home Service Companies
Unique Selling Propositions are counter-productive.
Reverse Psychology and Advertising Strategy
It’s called “reactance.” When someone tries to tell you what to think or do — that automatic resistance you feel is called reactance by psychologists. And for advertisers, there are plenty of work-arounds for reactance.
Use a Screenwriter’s Trick to Make Memorable Ads
Character Diamonds were created by David Freeman, advisor to dozens of hit TV shows & movies. Deploying them in your advertising creates a bond with customers.
Do You Suffer from Feed the Beast-itus?
You’re no longer a one-man-brand or only running a few trucks. You should be getting ready to hit breakthrough. And yet, the bigger your business gets, the harder it is to “feed.”
Good Spiderwebs
Too often, a company uses their marketing to push their features and benefits - ‘Best location, Best Product, Best Service, Best Employees’ - but these are not clingy and sticky. Features and benefits are slippery and rarely remembered.
Earworms and Advertising
If you’ve ever had a song or a jingle stuck in your head, that’s an earworm. And advertisers can and should use this phenomenon to their advantage. Seinfeld even built an episode around this phenomenon.
Change the Name, Change the Results
If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name. I can get a “large coffee” anyplace. I can get a Grande only at Starbucks.
The Magic of Portals
The goal is to move shoppers from an objective, consumer-reports mindset to an enthusiast’s mindset. Put plainly: if you’re selling premium products or experiences, you need to understand the power of portals.