Wierdness of Technology
When I write something for this blog, I frequently hit the "preview" button to make sure that it's going to look on your screen the way it looks on mine.I wanted to post an article that involved data in tables. It didn't preview well. Not well at all.At first, I tried...
Don’t Confuse Response With Return
I just got off the phone with a client. We discussed the results of a two-step campaign he's been running to establish a relationship with potential customers. He quickly steered our conversation toward response percentages."Response is not yet relevant," I said. "The...
Emotions VS Logic
Help your customers to buy from you. Give them the rationale they need to intellectually justify the decision they wish to make emotionally.
Zen And The First-Time Buyer
A Zen truism: when the student is ready, the teacher will appear.All over the world the vast majority of people are passing through stages of their lives, and ignoring advertising. Most people don’t need, don’t want, and are not even interested in most products being...
More Advertising Thoughts From The Road
1) If people don't know you exist, they can't buy from you. (You've heard before that it pays to advertise). 2) Just because customers don’t complain doesn’t mean they are happy. 3) Don’t assume that everyone is like you. Other people don’t watch the same television...
You Can’t Bore People Into Paying Attention
If your attention is drawn to the cleverness of the ad, rather than to the product, it’s a bad ad.
Is Bigger Really Better?
You've decided to run a series of newspaper ads, and the paper wants to know how much space to reserve for your ad. Is bigger always better? In terms of increased readership, yes. But it also comes with an increase in cost. You need to take both into account to...
A Strategy For Frequency In Newspaper Advertising
In most cases, a single exposure to an ad has very limited value. It takes a campaign of advertisements to effect shoppers, although truthfully this will vary slightly by medium. For instance, a supermarket that buys two adjacent full page newspaper ads every Thursday...
How Many Ads Do I Need To Buy?
Buy too few ads, you’ll waste your money. Buy too many… you’ll also waste your money.
How Will Advertising Affect My Sales?
You have a new store. It’s ready to open to the public. What’s the first thing you should do? You should hang out a “Now Open” sign. People will drive by and see the sign. Some will walk in to see what you have to offer. Some will buy. Then, depending on that first...