The Anatomy of an Offer
Vagaries and loopholes are the enemy. Specifics and clarity are your best friends. If you’re putting a special offer out there, do the things that make offers work.
Cubicalls: Press Pause
"Is this that transactional-relational thing?" “I think so. Her business should be relational." “Why?" "We’ve been taking Buffy to our groomer for 10 years. You ever bathed and brushed a Bichon? Our groomer isn’t the cheapest. But I never miss an appointment."
10 Basic Truths of Advertising, Part 1
America has always sorted its mail over a trashcan, and now just as ruthlessly sorts, filters, and dismisses every other incoming stimuli. Modern life demands it.
Transactional vs. Relational Customers: Are You Attracting the Wrong People?
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.
Your Coupons Are Lying To You
4 families in 5 use coupons, but not because the coupon instigated the purchase. Rather, they use the coupon because there was a coupon to be used.
Tony’s Best Business Tips, On the Occasion of His Passing
Right from Tony’s first entrepreneurial venture, he understood that long-term thinking was a strategic advantage.
About That Price
“The only thing people care about is the lowest price.” This is the rejoinder I most often hear when a business doesn’t see any value in advertising (much less marketing). This confounded me for many years until I realized advertising wasn’t the problem.
Why Character-Driven Ads are the Key to Higher Margins
Facts presented as facts — as standard “reason why” advertising — cause people to buy from a Consumer Reports mindset. They want bang for the buck.
Is Lifetime Customer Value Still Important?
We discuss considerations in calculating lifetime customer value, how you can maximize it, and how to be sure you don’t go broke waiting for that customer to come back.
Turn Your Business into a Loveable Money-Making Machine (Part 1/2)
Most businesses practice Transactional Reactive Marketing to varying degrees. It’s why most marketing disappoints or fails.
The #1 Best Way to Attract High-Quality Leads
As a Sales Operations Specialist, I am the first person to say that I am not a marketer. What I can say with 100% conviction is that a relational buyer is a way easier person to close.
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.
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.
Four Advertising Message Options for Local Businesses
Bonding Ads don't sound like ads, which means your well-meaning family and friends will tell you not to run them.
C. F. Hathaway’s Formula for Maximizing a Small Ad Budget
David Ogilvy’s “The Man in the Hathaway Shirt” ushered in a new era of storytelling in advertising. The story, however, took place entirely in your imagination.