Change the Name, Change the Results
If you’re selling a commodity and that commodity is called the same thing at every business, give yours a better name. I can get a “large coffee” anyplace. I can get a Grande only at Starbucks.
The Magic of Portals
The goal is to move shoppers from an objective, consumer-reports mindset to an enthusiast’s mindset. Put plainly: if you’re selling premium products or experiences, you need to understand the power of portals.
5-Steps for Using Brand as a Leadership Tool
A great branding campaign crystalizes the company’s self-identity as much for the owner and his team as to the public at large.
Who Cares?
Who cares? 148.7 people, apparently. Dunbar’s Number has ramifications in social media, sure, but for small business, it has far more to do with marketing and influence and the importance of delivering a delightful customer experience.
The 30-Second Exercise to Help You Understand Brand and Branding
Once you understand the differences between a “brand” and a brand, and between branding and mass-media branding campaigns, it’ll help your marketing efforts immeasurably.
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.
The 7 Most Common Ways to Fail When Making Your Ads “Creative”
Creativity is the second most important factor in advertising effectiveness, according to over 50 years of quantitative data.
Why The Road Runner’s Style Guide Kicks Your Style Guide’s A$$
When done right, THIS is the stuff that creates a distinct voice and personality. I’ve seen a few scores of them over the years, and 95% have been utterly worthless.
Turn Your Business into a Loveable Money-Making Machine (Part 2/2)
Businesses that grow BIG and profitable use the five-step Relational Systematic Marketing process. Bond. Guide. Satisfy. Nurture. Delight.
The Most Powerful Words Are Unspoken
When you say it in your ad, the audience is as likely to dismiss it as accept it. When you cause the audience to say it in their heads, it’s automatically, unquestionably accepted.
“Can You Hear Me Now” — How Verizon Grabbed Greater Market Share As Premium-Priced Provider
Verizon couldn’t afford to lower rates or compete on price. Instead, they had better advertising.
Writing Car Ads That Don’t Suck
The day Rick posted his 2003 Ford F 350 on Kijiji (a weird Canadian Craigslist), there were 66 other listings for the exact same truck. Rick’s rig sold in 23 minutes...to a Texan.
What is Your Price Tag Advertising?
It’s a mistake to presume that “all people want is the lowest price.” That painful myth has led many-a-business to nosedive into bankruptcy. The price tag is advertising quality.
Brand Distinctiveness and Key Words at Key Times
If people do business with you because of your ads, then they’re expecting the buying experience to match the one promised in the ads.
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?