Four Media Predictions, part 3 of 3
In the last two posts I’ve made some observations of My Network TV, the new News Corporation television network, and of MySpace.com, the News Corporation internet portal.News Corporation, as you know, is the Rupert Murdoch media conglomerate. That conglomerate exists...
From the Department of Redundancy Department – part 2 of 3
Anyone who has been the parent of a third, fourth, or fifth grader already knows the truth: it takes a lot of repetition for long-term memory to be affected.In most school districts students start learning the multiplication tables in the 3rd grade. How much is three...
Television and the Short Novel – part 1 of 3
Normally, I don’t get excited about the announcement of new programming, or of new programming sources. And don’t get me wrong, I’m not excited now, either.But I am intrigued with Fox’s new My Network TV, which will launch September 5 of this year. When UPN (owned by...
Waiting For Your Cat
I was first exposed to Persuasion Architecture TM in a Wizard Academy class taught by Bryan and Jeffrey Eisenberg. From my hotel that evening I phoned my son, the retailer.“Think about it, Chad,” I said, “you identify the personalities of your customers, and then you...
Differentiate Or Die*
As the American continent was settled, pioneers took with them the things they couldn’t do without. Those things they could do without, they did without. This provided an opportunity for the first peddlers.A peddler would load up a Conestoga wagon with anvils and...
Can Breakeven Analysis Predict Your Coupon Success?
Pretend with me that you own a snow cone cart (or as they call it in the South, “shaved ice”). You’ve mentioned to a friend that your sales are ok, but that your business isn’t growing. She suggests that since people love a bargain that you distribute a “buy one get...
How Housing Affects Your Sales
Brace yourself. The good times are about to stop rolling. The real estate market has stopped expanding. Some economists are predicting the bubble will burst. Others predict a soft landing. But any way you cut it, the bubble has stopped growing. The inventory of houses...
Do You Have To Drop Price To Increase Sales?
Spending too little to do the job is the most expensive advertising that any of us will ever do.
Will You Deliver By Friday?
“Robbie,” I said, “will you deliver the artwork by Friday?” Robbie looked at me and said “Well, I’ll try.”“So, you’re not going to make a Friday delivery,” I asked? Robbie said “I told you, I’ll try.”“But that wasn’t the question, was it?” I pointed out. “The question...
A Brilliant Strategy
Today we're discussing strategy. A very specific example of strategy, which we will get to in a minute.But first, let me mention some of the marketers I admire. Their names make up a very short list. There are only slightly more than a dozen, and all but five of them...