A Tale of Two Strategies: An Expedition into the Land of Brand Building and Sales Activation
Les Binet and Peter Field propose a 60:40 ratio of brand building to sales activation.
Don’t Drink the Kool-Aid
Marketing Heads insist “it’s a numbers game” and standardize campaigns to reach more people, neutering creativity in the process.
7 Benefits of Google Ads for Small Business Owners.
Tracking metrics such as lead quality, conversion rates, cost per conversion, and overall ROI is essential.
Full Price and Free — The Only Two Prices You Need
The public thinks that if you’re “still making money” at a discount, then the discounted price is — or ought to be — the “real” price.
But What About the Rest of Us?
The direct response ad industry, which includes most of what you see online, is built upon hyper-targeting to those scant percentages of people shopping today.
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.
Lead Generation: The Who, What, Why, and How
If the epic failure, Groupon, taught us anything, it was that there is no value in attracting a bunch of cheap customers.
Do Your Ads Obey the Law?
The first law of advertising is quite simple: Thou Shalt Not Be Boring! And there are really only two ways to avoid breaking that law.
Lead Generation vs. Digital Presence
A pure lead gen focus leaves you a slave to natural demand cycles, and Google advertising auction prices, which is neither consistent nor affordable.
How Google PPC Inflation Has Made It No Longer Affordable To Do Lead Gen
It is serious, and it is having a huge impact on your bottom line.
The PROPER Way to Advertise a Sale
Brand building requires deliberate, diligent, dedication. And when it’s time for a sale… go big, or skip it entirely. No middle ground.
Advertising is like cooking an egg
In an environment where results are needed immediately, microwaving your marketing might be the option. But it’s not the most ideal.
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.
7 Modern Marketing Myths & Why They’re Dangerous Even When You’re Not Falling for Them
Following the zeitgeist is easy. Good branding is hard.
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.