“Be So Good They Can’t Ignore You” Applied to Marketing
Too many business owners want to spread their ad budgets among various media. That’s a recipe for failure. To be fair, though, it’s a common-sense mistake.
Media Agnosticism
From matchbook covers to skywriting, it all works. Which is why you have to approach it all with Media Agnosticism. If somebody in your affinity group tells you they had success with direct mail, ask to see the piece. It matters.
What About SEO?
A business owner says "I want to show up when someone is looking for a plumber. Shouldn’t we use the “near me” expression because it’s up 500%?" But aggregators that sell leads are dominating the SEO and PPC wars.
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.”
Win Now. Win Later.
The balance between relational brand-building vs. getting the immediate sale has confused businesses and thrown marketers into battle positions. My spies on the inside tell me both sides are holding out on you.
Long Ads, Short Ads, and Creating Viral Videos | Wizard’s Roundtable
Is it better to have a bunch of little 15 second ads or a full 60 second ad? Is a quick postcard better than a long letter? And how can we leverage entertainment?
Last Touch Data
“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” That statement has driven businesses on a quest to determine what is working. Many claim to have the answer when they actually don’t. All they know is last point of contact.
GeoTarget or GeoFence? That is the question.
You can decide to target: People who are regularly in your targeted location (i.e., they work or live in that area) People searching in that area, or People that are just in or show interest in that area.
How Often Should Your Ad Play | Wizard’s Roundtable
How long should each ad stay on? How many ads do you run at a time? And as we look into the second half of 2020, is there less clutter out there?
Story —> Attention —> Sale (Part 1)
If you try to buy attention without a story, you’ll strike out. This is what happens to most advertising and marketing efforts. People buy “exposure” via advertising and presume that they’ve also purchased attention...
Is Your Targeting Bass Ackwards?
For example, let’s say that, through targeted media, I could reach 10 of my ideal, target customers for $10 a piece. Or, I could reach 100 customers for $1 a piece, but only 20% of them would be my ideal customer.
Breaking the Spell on PPC’s Dirty Little Secret
Whatever you’re paying per click, it’s extortionately, shockingly too much. No use arguing about it; let’s just do the math together.
The Deception of Earholes and Eyeballs
Getting your ad in front of the most people is the top priority of businesses. But it should be the third thing on your list. If you have to choose between talking to 100 people once or 50 people four times, pick the latter. Every time.
How To Calculate Your Marketing Budget
When budgeting long-term for marketing, you can save yourself a lot of money by buying in bulk or buying in advance.
Wizard’s Roundtable: Episode 2
The four things that need to be in every commercial, no matter what's going on in the world. And whether or not this is the time to renegotiate your media buy.