One of the many lessons I learned during my ad agency days was the importance of a good “swipe” file. Never heard the term? It’s simply a file (or box) where you threw ads, articles, brochures – anything you liked or thought was particularly effective. When you were given a tough assignment, you’d sift through the swipe … Read more
Want to know one of the most effective ways to connect with your audience? Instead of just telling them about you and your product or service, tell them a story. Our roots as humans go back to oral communication, and from the time we were children, stories have captivated us — not just the fairy … Read more
One of the most common advantages people cite about social media is the “fact” that it’s free. Your company can start a Facebook page, set up a LinkedIn profile, give your followers a place for pinning … and none of those things costs you even one cent. Or do they? Granted, they may not … Read more
If your goal is to involve your readers in what you’re writing (or selling), ask them a question or three. While some poorly informed marketers steer away from using questions out of fear that the wrong answers will crop up, the reality is that questions are a time-proven way to engage readers. The key … Read more
“Will instant replay settle baseball’s furries?” That was the headline on an online story in the Hendricks County Flyer. I didn’t read the story, so I’m not sure whether it was a discussion of arguments between mascots or just a misspelling of “furies.” I’m also not sure if someone stumbled onto a miracle … Read more
That clip art of a pyramid you pulled out of Microsoft Office and put over your company’s name? That’s not a logo. That swooshy line you cribbed from an ad you saw in a trade magazine? That’s not a logo. That stylized capital-version of the first letter of your company’s name? That’s not a logo. … Read more
I nearly always advocate making marketing communications as personal as possible. The more that your website, brochures, emails, and all the rest reach out to your stakeholders on a one-to-one level, the more receptive they’ll be to your message. Most humans enjoy building personal connections with others, even when those others are actually companies. The … Read more
I was leafing through what I thought was a great local tourism publication. It was well-written and well-designed, and the photography of local landmarks and amenities was outstanding. And then I noticed the full-page photograph opposite the Lodging page. It was of a maid in a luxurious hotel throwing open the drapes and revealing the … Read more
I once worked with an account executive who was a master at getting clients to approve projects in an amazingly short amount of time. One of his most effective techniques was narrowing the number of choices the client had to make. For example, consider a new ad for placement in a newspaper. Each ad … Read more
One of the most common mistakes made by marketers is trying to cram too much information into their communications materials. It’s often the result of saying “well, we probably need to mention this … and this … and this,” along with a bit of “well, there’s some empty space. How can we fill it?” … Read more