Author Archive | Scott Flood

Don’t let the wrong people share your company’s story

By Scott Flood on January 19, 2021 in Marketing Wisdom, Writing Advice 0

I’ve long recognized many of the companies with the best information do the worst job of presenting it. It’s clear they have the expertise, but the wrong people are responsible for sharing that knowledge. It’s not really the fault of those individuals. Each of us has specific skills and knowledge areas. But while someone in […]

How to make something complex familiar

By Scott Flood on January 12, 2021 in Advertising, Marketing Wisdom 0

With so many new technologies in our lives, it’s no surprise many folks are becoming overwhelmed. The sheer volume of information is pushing a growing number of people into overload, and even when we know something will provide a benefit to us, we groan at the thought of having to learn yet another new thing. […]

Don’t base your marketing on worst-case scenarios

By Scott Flood on January 5, 2021 in General rants, Marketing Wisdom 0

When it comes to marketing, one of the most common mistakes I’ve seen companies make is basing their decisions and efforts on whatever troubles them most. It may be an aspect of their product or service about which they’re particularly sensitive. Could be a perceived flaw they worry the competition will exploit. It can even […]

Bullet points rarely hit the target

By Scott Flood on December 22, 2020 in Marketing Wisdom, Publications & Enewsletters 0

When creating a website, a brochure, or an ad, many people believe the only thing that matters is the raw facts. “Nobody has time for fluff,” they insist. Given their insistence on using fact-based material, they choose to use brief bullet points instead of sentences and paragraphs. I won’t argue that bullet points are certainly […]

Deceit is a lousy way to start business relationships

By Scott Flood on December 15, 2020 in General rants, Marketing Wisdom 0

Long ago, Sir Walter Scott penned some advice today’s business leaders would be wise to remember: “Oh, what a tangled web we weave/When first we practice to deceive!” That quote came to mind after a greeting-card envelope appeared in this week’s mail. No return address, no stamp, just a colorful envelope. I slit it open […]

Differentiate your business by fulfilling your promises

By Scott Flood on November 24, 2020 in General rants, Marketing Wisdom 0

If you’re looking for a powerful way to differentiate your company from your competitors, I have a simple suggestion: just fulfill your promises. I know that sounds ridiculously simple, but recent experiences with companies that depend upon top-notch service to draw repeat business have convinced me that far too many organizations see promises as tactics […]

More media mistakes and mishaps

By Scott Flood on November 18, 2020 in Mistakes & Mishaps 0

It’s time once again to present some typos and other amusing mishaps that appeared in the media. I don’t poke fun at individuals for making mistakes, but professionals should know better. All three of these examples involve the use of the wrong word. In each, the writer chose a homophone of the intended word, and […]

Advertising doesn’t have a Holy Grail

By Scott Flood on November 10, 2020 in Uncategorized 0

If you bring a group of business owners or managers together and ask them the most effective way to promote their organizations, you’ll get a wide range of answers and little agreement. One may insist on blogging, another on radio spots, a third on coupon envelopes, and a fourth may affirm billboards are the only […]

How a kid kept my business

By Scott Flood on November 4, 2020 in Uncategorized 0

We enjoyed the quick-service restaurant’s food, but their service was often way beyond poky. That evening, I called in our large order and was told it would be ready at 5:45. Arriving at exactly 5:46, I discovered that only was my order not ready; nobody had even begun to prepare my food. The manager shrugged, […]

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