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.
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.
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...
Two Kinds of Decision-Making
Most of the people going to Starbucks aren’t making a cost-benefit decision. They’re making an identity-based decision.
Direct Response Vs. Branding – The Real Difference
WHO are you talking to, and WHEN are you talking to them? That’s the essential difference between Direct Response (DR) and Branding.
How to Let Your Customer See You 3D
Brandable chunks are memorable, micro-differentiators. They are refined from average advertising in the same way that hi-octane gas is refined from crude oil.