How to Handle a Client Who Won’t Listen

I wish advertisers always accepted my advice and did what I told them. Alas. There are some furniture store owners and auto dealers who think they know more about advertising than I do. Sometimes they’re right. But not often. I once considered telling a funeral director that I’d let him embalm the bodies as long as he […]

sales tip: sometimes the client won't listen

Huge Opportunity to Connect… Missed

An Ad Flunks the "So What" Test

Every now and then an ad makes me want to remonstrate the copywriter… and then rewrite it myself. “First you need to enter the conversation going on in the prospect’s mind.”   — Robert Collier. If your message doesn’t address something your target’s already thinking about, you’ve flunked the “So What” test. The ad above […]

Advertising Copywriting tip: make the ad about the customer

Why “Everyone” Sucks As A Local Business Target

If a client ever tells you “Everyone” is a target customer, tell them about John Grisham.  As 2016 came to a close, Grisham’s thriller The Whistler was the #1 hardcover fiction book in the United States. So when Grisham tells an interviewer he has a particular target in mind when he writes, marketers should take notice. Here’s his […]

Everyone is not a marketing target

Why This Stat About Internet Leads Should Worry You

You May Have Half As Many As You Thought

“People often mistake activity for outcomes, but they are not the same thing.” — Anthony Iannarino, The Only Sales Guide You’ll Ever Need Now that traditional media companies are offering a full array of digital advertising products, we (and our clients) benefit from all of the measuring tools available to us. When the message is […]

Digital salespeople may be shocked by this internet stat