Why Making the Ads Is the Last Thing We Do
This substantive style of advertising (started by Ally & Gargano and continued by Scali, McCabe, Sloves) tripled US sales of Volvos.
Substance Over Style
Every ad has style and substance, cheese and meat. Most ads are cheese because ad writers are rarely given meat. Style cheese includes layout, angle, tone of voice and hyperbole. Substance meat is provable fact and concrete detail.
Targeting Through Ad Copy
Attract the kind of clients who will see your business as a blessing. Clients that prefer you to the point of willingly paying a premium for the privilege.
This Never Works
When asked “how did you hear about us,” the customer’s responses were: 31% heard about them from newspaper 24% saw their TV ad Meanwhile, 100% of their advertising was on the radio.
The Common Google PPC Mistake That’s Killing Your ROI
There’s a lot to like about Google Pay-Per-Click advertising. And also a lot to hate about the “Pay-Per-Crack” treadmill...
How Much Is That Doggie In The Window?
Does the price of your product or service depend on a number of factors that must be determined BEFORE you provide an accurate price?
16 Tips to Grow Your Business
"I can’t change the direction of the wind, but I can adjust my sails to always reach my destination." — Jimmy Dean
How People Judge Salespeople
When you portray yourself as warm, non-competitive, and friendly, people will feel like they can trust you.
The Complaining Customer… Sometimes Your Best Friend.
On average, twenty-six unhappy customers won’t complain for every one who will.
A Lesson In Persistence From Dr. Seuss
Have you ever had an interaction with a salesperson that felt like a spiral into Dante’s Inferno, rehashing the same things over and over again with no new information?
Showmanship & Transparency
Like most buzzwords “transparency” is most misunderstood by the very people mouthing it most often. The proper way requires transparency AND showmanship.
Stupid Retail Questions
“Did you find everything you were looking for?” This seems to be the new question de jour at our local grocery store when we check out.
Say This. Not That.
The mad dash to make special “COVID-19” advertisements has been an unexpected boon for copywriters, producers, and graphic artists. But is it necessary?
The Greatest Business Secret in the World
Your company may sell the finest products and services in the marketplace, but it’s how customers feel about your products and services that ultimately determine how successful your business will be.
Laphroaig Lamp-Shades the Heck Out of Their Ad
If you’re not familiar with the term, it’s a fiction writer’s technique of basically OWNING uncanny happenings, plot holes, etc.