Half the money I spend on advertising is wasted but I don’t know which half

John Wannamaker, father of the department store, said this many years ago. It’s still true today if you’re using traditional advertising methods such as TV, magazines, newspapers, etc.

Most of the advertising in these media is image or branding.  Which is fine if you want a great image for your brand but not much use if you want people to buy it and make you some money. Think of all those comic TV ads that have you rolling on the floor .  Do you even remember what the company was selling?  More important, did you ever buy anything as a result of those ads? Continue reading

Marketing Professional – How to Make Your Life Easier.

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

Do You want to Sell or Entertain?

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

Blazing Coffins – Case studies

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

Einstein and Insanity: What will you do different in 2014 to boost your marketing ROI?

In 2013 you used certain marketing approaches to market your products or services to existing and potential customers.  How well has that worked?  What’s your ROI on your marketing dollar? If you don’t know, then you might as well stop reading because if you don’t know your starting point you can’t tell if you’ve improved or not. Continue reading

Are Your Customers Buying What You’re Selling?

Your marketing campaign is geared to sell your company’s products or services   It talks about the features and, if you’re smart, it talks about the benefits you perceive your customers gain from the purchase of your product or service.

But is that what your customers are buying when they come into your store or visit your website? Continue reading

Why use Direct Response Marketing? Because it works. Ogilvy says so.

Jon McCulloch, an English copywriter living in Ireland, is, in his estimation, the highest paid copywriter in Europe. What’s his secret?  Jon believes that all marketing should be Direct Response Marketing.  And that’s how he creates copy for himself and his clients. Now Jon grew up in a time when conventional advertising was starting to lose its effectiveness. So a different approach was needed. Continue reading

Your Website: Work Force or Money Pit?

When you started your business you probably created a Webiste or had one created for you.

You viewed your web site as an important part of your business just as you would a new salesperson.  You expected it to help build your business just as you would expect a salesperson to do.

So what would you do if you found that, instead of being out there selling your product or services, your salesperson was playing video games in the office? Continue reading