Do you think it’s wrong to ask questions in the headlines of your ads and other marketing materials? Years back, I had a boss who loathed questions. Bring him an ad headline with a question, and he’d reject it instantly, sputtering, “But what if the reader says no?” I’ve encountered many people like him who … Read more
It might surprise you to learn you have an emotional response to numbers. What might surprise you even more is learning your reaction is probably rooted in ancient attempts to understand and predict the universe. Numerology is the study of the characteristics of numbers. Numerologists believe everything in the universe can be reduced to or … Read more
I’d like to see more organizations put as much work into implementing their mission statements as they do in drafting them. Mission statements, vision maps, shared goals, value statements and all their frame-worthy cousins fascinate me, though I confess it’s in a cynical way. Everyone has them, but I’m not sure why. I suspect it’s … Read more
Most companies constantly seek new market segments as potential customers for their products or services. Rarely do they consider one that can be surprisingly cost-effective: those who stopped doing business with you. Focusing on the customers who used to do business with you offers a great opportunity to grow your business and can improve your … Read more
The other day, I had a Convenience Store Experience. I didn’t start the day with the goal of having a Convenience Store Experience. In fact, I didn’t even know that such a thing existed. But as I pumped liquid gold into my car, the too-loud oldies music on the PA system stopped. A perky recorded … Read more
Business owners and managers often suffer from a common allergy. When they review copy for a website, blog post, or newsletter and see wording they perceive as negative, they break out in hives. That could be understandable. We’ve long been urged to accentuate the positive and emphasize the good things. Mentioning something that’s negative is … Read more
Our ears frequently deceive us. We hear a word or phrase, make assumptions about its spelling, and then find ourselves using it. Sometimes, we use it correctly, but sometimes we’ve confused it with a similar word. There are many that sound identical but actually have vastly different meanings. Think those misuses aren’t a big deal? … Read more
It was a great radio commercial that brought a smile to everyone who heard it. The message was on-target, reassuring, and powerful. And after it had aired for a week, a panicked bank president pulled it. You see, he had received angry phone calls about it. Two of them. During the commercial, a toddler refused … Read more
While the last national election was chaotic, something about it offered an important lesson to companies and organizations with messages to share. Whenever either side took up an issue, they used common language and a common voice. Even more remarkable, they achieved that unanimity almost immediately. It wasn’t magic, nor were the politicos mind readers. … Read more
It’s a concept so simple most marketers and companies don’t even think about it. When humans want to know something, we ask questions. Paying attention to common questions and sharing the answers is a remarkably powerful form of communication. The FAQ (frequently asked questions) document or web page is one of the most important messaging … Read more