Looking for a way to catch the attention of your audience and focus their full concentration on your message? Instead of telling them what you want to hear, ask them a question that matters to them. You may have heard that asking questions in headlines and opening statements is a bad idea. For example, I … Read more
Wonder how well your next ad, website, or brochure will communicate with your readers? Here’s a simple test that’s remarkably powerful. Count the number of times that your company’s name appears in the text. Then count the number of times words “we,” “us,” and “our” appear in there, and add it to your first number. … Read more
The envelope arrived with stamp stating “Renewal Notice.” There was no return address, but I assumed that it was from one of the many magazines and newspapers I receive. That’s exactly how it looked, right down to the alphanumeric code atop the address label. It wasn’t. It was actually a pitch from a charity. … Read more
One of the first lessons I learned in marketing is one of the easiest to understand. It’s one of the most durable, timeless pieces of advice. It’s been promoted by experts of all stripes. And yet, it’s one of the most consistently ignored. When people read your ad, your press release, your email, or your website, … Read more
Rarely have I encountered clients who become furious over word choices, but it does happen. I was working on an ad for a company in human resources, and used the phrase “to complement your staff.” Upon reviewing it, the client changed the largest word in that sentence to “compliment.” I changed it back, and the … Read more
Not long ago, I made a first purchase from an online retailer. The price was right, and the product showed up a day earlier than expected, so I was already impressed. About a week later, the retailer did something surprising. They mailed me a postcard with a handwritten message from an employee thanking me for … Read more
Way back when I started my business (in the days when the Internet was powered by squirrels in exercise wheels and nearly all websites were blue), I spent a lot of time in online forums and other sites that catered to the small-business crowd. Like the rest of the denizens, I was looking for sound … Read more
I’ve been working with companies for nearly three decades. I’ve seen a lot of marketing programs succeed, and I’ve seen a lot crash and burn. Many different factors play roles in that success or failure, but you might be surprised at the one element that always seems to be part of successful efforts. It’s organization. … Read more
What is a brochure? An ad? A radio commercial? A website? You get 5 points if you said they’re all marketing communications channels. But they’re also something more. You can’t be everywhere, and that includes everywhere your prospective customers are. So you develop materials such as ads and brochures to stand in for you. In … Read more
As the federal government debates the latest batch of tax proposals, maybe they need to give thought to what officials in Washington State did some time back. At a time when tax revenues are hard to come by, those officials boosted use-tax revenues by a whopping $800,000! Did they raise rates? No. Hire private investigators? … Read more