Why Pay Per Click is (Almost) Always a Waste of Money
Don't waste money fighting to outbid people who aren't looking for you. Do this instead.
Are You Paying for Too Much for the Wrong Keywords?
Cheaper branded keywords not only have higher clicks and conversions, they also have higher average tickets.
Can You Afford to Use Mass Media? Can You Afford Not To?
Here’s how to tell, and where you'll find the tipping point in most markets.
Taming The A.P.E. (Advertising Performance Equation)
Any business can plot four key variables into a series of algebraic formulas to predict their marketing results.
Why you should shield your ads from pesky bots
They're nearly 40% of all internet traffic and giants like Google, Microsoft, FaceBook, and LinkedIn benefit from bots clicking on your ads.
Divide Your Marketing Budget Into Air, Land, and Sea
Air is the airwaves (radio and TV). Land is outdoor, print, etc. Sea is online, where surfing happens.
The Tale of the Python: What Your Marketing Vendors Don’t Want You to Know
When primary goals aren’t aligned, how can there be trust?
How To Grow In a Down Market
There is only one way to grow when the market starts tanking: grab more market share. And to do that, you need to boost your Share of Mind.
Effective Marketing on a Budget
The common shotgun style approach may actually hurt your business growth if you are working on a limited budget.
The Unfortunate Branding of Camp LeJ—e
Targeting is more expensive than brand-building. Here’s why.
The 3 Most Important Advertising Charts You’ll Ever Lay Eyes On
Chart 3: Why small companies and large companies require opposite media strategies.
Advertising in Hard Times: 3 Quick, Easy, and Essential Lessons
If you continue to invest in long-term brand building through an economic downturn, you will overtake your competition.
How to Calculate Your Mass Media Branding Budget
A great media buyer can make a smaller budget bark like a bigger one, but you still need to spend according to growth goals.
Personality Prescription, Part 5 – Let’s Sell Something
There’s a saying that “Business goes where it’s invited.” What should we put in our ads to get that invitation from Ms. Homeowner?
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.