As a Marketing Professional you have a tough job, don’t you? You’re expected to produce leads for your company’s sales people. Not an easy job anytime but particularly difficult in today’s business environment. Your boss and the sales force look to you to grow the business and increase its profitability. So, you’re under a lot of pressure to deliver new business leads. Continue reading
Your advertising is intended to sell your company’s products or services and that’s all.
It’s not meant to entertain people. If it does while effectively selling something, that’s great but that’s just icing on the cake – not the cake.
When you go into a store to buy something you would get upset if the clerk started a soft shoe routine instead of listening to what you want. Continue reading
Mordecai and Rebecca Muerte, or Los Muertes to their friends, run a crematorium, named Blazing Coffins. They had just installed some new equipment and customer service areas and wanted to advertise how these improvements attracted new customers.
They planned to place an add in a major local magazine describing the features of their crematorium to attract new business. When a friend of theirs who was a marketing consultant heard about their plan she called.
“No! No!” she’s said, ‘that’s not what you want to do. That type of feature article may be fine for Undertakers Weekly but not to attract new business. What you want to do is put together a case study.” Continue reading