Is Your Business Parched for Leads?
Database marketing makes specific offers to individual prospects. If you don’t have a database of prospects, buy one.
Presumed Prospects, Identified Prospects, and Core Customers
The more you know about specific prospective customers, the more it costs to present them with an offer.
But, they also become more likely to buy.
Could I Offer You a Free $100 Bill?
Can people find your address, phone number, your name, your photograph? The more of these you offer the more trustworthy you appear.
Your Professional Reputation – Three Distinct Levels of Word-of-Mouth
There are three kinds of word-of-mouth. Only two can be affected by your advertising.
The Ad Copy Paradox – the More You Include, the Fewer Are Included
Question: Isn’t my advertising a limited resource? Shouldn’t I try to make my ads appeal to as many people as possible?
Gross Margins and Return on Advertising Investment
What does Gross Margin have to do with advertising?
Well, it isn’t simply dollars in minus dollars out.
Marketing Sense IS Consistency
Al Ries wants to know why businesses keep tinkering with a proven campaign?
The Book of Advertising Tests
Modern advertising could be said to have started with the concepts in this book: “Salesmanship in Print,” and “Reason Why Advertising.” They are each the brainchild of John E. Kennedy.
How to Instantly Make a Poor Customer Impression
If a restaurant’s ceiling fans and air ducts are filthy, what can you conclude about the food?
Or do these things matter at all?
The Flaw In The Advertising Plan
They’re never just looking. They’re looking for something specific and leave when they don’t find it.