One answer to this question comes from a study conducted a few years ago by the Stanford University School of Medicine and Packard Children’s Hospital. According to AdAge.com, kids 3 to 5 years old were fed two sets of identical foods — some in McDonald’s wrappers and some wrapped in plain paper. They overwhelmingly preferred […]
The medical practice director was bored with her ad campaign, and wanted to start something new. She told me she had stumbled onto an ad for a particular procedure that worked better than anything else she had ever tried. Her television station salesperson measured click-throughs from the station website to the clinic’s site. The practice director measured response response […]
Timing is a funny thing. The other day I read the Miles & Co What Are You Bragging About? blog post, in which Lynn Peisker finds a hotel chain’s chest-thumping less than compelling. Peisker asks this question: Does your messaging truly reflect your above-and-beyond-brand of Shareworthy Service, or are you promising what every customer simply expects? The very […]
How do you want your customers to describe you? Can you give them an easy, short phrase to remember? Re-reading Scott Ginsberg’s How To Be That Guy recently, I happened upon this gem: PICTURE THIS: you’re sitting in the CNN Green Room, ready to be interviewed about your cool new idea, company, or product. After giving the […]
Here’s how: learn something valuable that your colleagues and competitors don’t know. Here’s one example: Every state has consumer protection laws designed to shield the public from deceptive advertisers. Many small business owners don’t know the laws, and can’t afford to pay a lawyer to keep them on the right side of the law. During my […]
