Tag Archives | marketing

Don’t let automation drive your marketing

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 […]

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FORCING PEOPLE NO LONGER WORKS

In the old days, marketers were in control. They might not admit it publicly, but many of them privately described their trade as a form of manipulation designed to talk consumers into acting in specific ways. Companies told consumers what products they needed and give consumers instructions about how to buy those products. It was […]

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MAKE YOUR OFFER A REAL DEAL

One of the best ways to increase response for any type of marketing activity is to make some sort of special offer to the reader. That offer maybe a discount, special pricing, or some sort of bonus available if the reader takes the specified action right now. Often, when a client is considering using a […]

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HIT AND RUN MARKETING

Not long ago, a non-profit organization asked me to come in and perform a bit of tinkering. They had existing materials, such as a website and brochures, but they were fed up with the way things were going. They wanted me to come up with words to describe what they were all about so they […]

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YOU JUST DON’T MATTER

Many people claim the title of Marketing Guru, but Seth Godin is one of the few who actually deserves it. In a recent TED talk, he said something that everyone who sells to consumers — whether those consumers are ordinary people or business customers — really needs to take to heart. “Customers don’t care about […]

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MARKETING IS ABOUT THE HOLES

I recently re-encountered one of the best descriptive quotes about marketing. Professor Theodore Levitt of Harvard once noted that people don’t care about a quarter-inch drill. “They want a quarter-inch hole.” It’s a simple concept, but it’s one that’s lost on far too many marketers in all industries. Instead of thinking about the prospective customer’s […]

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