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.
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.
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.
The Slow Season Fallacy of PPC Advertising
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.
A Dozen Uncommon Ways To Advertise Your Business at Little or No Cost!
It means utilizing platforms and materials that aren’t oversaturated with advertising noise.
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 Thing is Never the Thing
I would never criticize something I have no experience with… so I went ahead and bought an automated iHeart radio ad to advertise this article.
SUPERbowl vs SuperBORE
Professional sports now revolve around storylines. Business is about stories too. They glue us to the game and keep us wanting more.
Super Bowl Advertising vs. Your Advertising
Even guaranteed attention fizzles with a dud ad, while completely disinterested audiences can be won over with high-impact advertising.
The Biggest Waste in Advertising (a Case Study)
Advertising in the bigger community to draw customers to your smaller community is as futile as trying to make the water in a river defy gravity.
An interview with a small business that applied the Wrigley formula
He does not sell gum. He sells used RVs and he applied the lessons from Wrigley’s and is growing like crazy.
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.