Many people have an aversion to repetition in marketing communications. At times, repeating yourself isn’t a good thing, such as when you’re writing a blog post or an ad and you need to make a quick impact. Or when you’re writing something like an ad or a blog post. Oops. In those situations, you have … Read more
Writers who are unfamiliar with a word shouldn’t use it … or should check with someone who knows it before they include it in a story. Ideally, an editor will spot a misuse and intervene. But neither of those things happened in a restaurant review in the March 22 edition of Nuvo, an Indianapolis newsweekly. … Read more
No matter how much technology a company uses in its marketing, its chances of success or failure are likely to come down to the organization’s ability to build relationships. That’s usually what effective sales and marketing efforts are all about. You want to build some sort of positive relationship with the prospect or customer, so … Read more
You’ve heard of the power of positive thinking, and may have been taught to “put on a happy face,” no matter what the situation. That’s why when I reference something that could be perceived as negative in copy, many clients are quick to request its replacement by something wearing a bigger smile. Happy talk isn’t … Read more
Long ago, I learned that there are two timeless, foolproof secrets to success. The first is to never share everything you know.
If you’re not sure why your company isn’t performing as well as it should, the answer may be closer than you think. Your customers may have the insight you need to figure out what you’re doing well and what you need to improve. Richard Whiteley’s excellent book, The Customer-Driven Company, cites many successful companies that … Read more
It’s been a couple centuries since Walter Scott penned “Marmion’s” well-remembered lines: “Oh, what a tangled web we weave/When first we practice to deceive!” But Sir Walter’s admonition to avoid deceit remains valid, and it’s sound advice for marketers. A greeting-card envelope appeared in this week’s mail. No return address, no stamp, just a colorful … Read more
Since social media caught fire, all sorts of companies and organizations have been aggressively trying to court followers. You get the solicitations through Facebook and other platforms asking you to like their pages, follow them on Twitter, or take whatever action is correct for the specific channel. When you visit a store or a restaurant, … Read more
Imagine that you have a brochure or newsletter article in front of you, and some of the type is printed in blue. Now take your index finger, and tap it repeatedly. Did anything happen? The object may have developed a slight dimple and you received some kind of repetitive stress injury, but did anything else … Read more
Technology’s impact on the marketing world has been growing exponentially. Each year sees amazing new platforms that give marketers more power and greater opportunities. However, they also create a dangerous temptation to completely eliminate the human role … and with it, do away with common sense. I’ve written about this in the past, pointing to Staples … Read more