marketing

Unintended messages undoing your marketing

unintended messages frustrate woman

I’m not sure that a welcome mat in front of a business ever made anyone feel truly welcome, or a notation on a receipt saying that it has been someone’s pleasure to serve you made up for the indifferent treatment delivered by the server who dropped it on the table. Businesses put a lot of … Read more

What Janet’s brief shower can teach marketers

If I mention the word “psycho,” there’s a good chance a certain image will spring to mind. An image in black and white: water trickling into a shower drain, slowly being supplanted by a darker fluid, all punctuated by ear-piercing shrieks. There’s also a good chance that you just shuddered a little. Assuming that image … Read more

Marketing is a lot like dieting

Want to know the biggest single misconception about advertising and marketing? It has a lot to do with our obsession with weight loss. Every few months, a new diet appears. Suddenly, people are binging on grapefruits, drinking 24 glasses of water a day, living solely on turnips, or eating yellow foods today and red ones … Read more

Just because it’s important to you doesn’t mean it deserves a place in your communications materials

One of the most common mistakes companies make when developing websites, blog posts, and other communications materials may surprise you. They completely lose sight of the audience. Confused? It’s absolutely true. I’ve seen it happen again and again. Companies invest huge amounts of money to develop websites, advertising, social media campaigns, and other materials, and … Read more

Mentioning bad things isn’t necessarily being negative

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

Using downtime to tidy up your marketing

Every business has its slower moments. When they happen, instead of trying to find ways to kill time, use the opportunity to tidy up your website and other marketing materials and toss out the obsolete trash. That way, they’ll be updated when things get busy again.  I rarely find websites that wouldn’t benefit from a … Read more