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, … Read more
If I asked you to name the single most powerful word in marketing, which word would you choose? Many people claim it’s “free,” while others insist on “sex” or something similarly salacious. But none of those answers is correct. The most powerful word is one of the most common and simple words in English, and … Read more
The client wanted to advertise in a local publication for the first time in years. I had sent other business to the printer who produced it in the past, so I emailed my customer service contact with a simple question: is your company still printing this publication? Instead of answering my question, she replied with … Read more
As I pointed to a clunky phrase, the client waved me off. “Don’t worry about the language. It’s a proposal, not a marketing piece.” She saw my confusion and explained, “We don’t need to waste our time making the language flowery or sales-y sounding. This is just so we can get all the details together … Read more
Like average Americans, you’re exposed to thousands of marketing messages each day, from TV commercials to billboards to slogans on fast-food drink cups. How many of the ones you saw yesterday do you remember? Probably just a couple – maybe a few if you really strain your memory. So why do so many companies and organizations … Read more
Companies have many reasons for trying to handle their marketing communications needs in-house. Sometimes, budget is the main reason, but a more common justification is the belief that nobody in the outside world could ever understand the company as well as its employees. Hard to disagree — but it’s the very reason working with an … Read more
Back in high school, I learned a valuable lesson about marketing materials while working as a dishwasher for a chain steakhouse. Washing dishes may be the grimiest job in most eateries, but I didn’t mind it. There were clear objectives and performance measures, the work was predictable, my co-workers left me alone, the radio made … Read more
Wondering what you’ll do if you can’t come up with a decent topic for a particular day’s blog post? Prepare in advance by developing some “evergreen” posts. What do I mean by an evergreen post? It’s simply a post that provides general information, will always be appropriate for the audience, and isn’t time-sensitive. If you’re … Read more
You launched that new marketing campaign three months ago, and you’ve had it. Sales just haven’t increased. So you’ve decided to toss it aside and come up with something new. Bad idea. And I say “bad idea” as someone who benefits financially when companies need brand-new marketing approaches, because it usually means that they need … Read more
Some companies are constantly focused upon staying at the forefront of their industries. But when you take on the mantle of “innovator,” you also assume the responsibility of an educator. That’s because when you stake out new territory, it’s new to everyone else, too. The advantages and superiority of your new approach may be obvious … Read more