…multiplied by how many times you say it.” Roy Williams If you’re in charge of marketing your business, here’s something that won’t come as a shock: it’s harder to reach potential customers than it’s ever been. Attention spans are shorter, the environment is more cluttered, and your prospects have more ways to filter out your […]
I recently completed a 13-page white paper called “The Seven Deadly Advertising Mistakes and How to Fix Them.” It’s a study of some of the most common ways that companies waste their advertising dollars — along with suggestions to make those dollars work harder and smarter. Among the subjects I cover are: Why trying to […]
“Your customers buy when they want to buy — not when you want to sell.” —– Clate Mask, Infusion Software Jane sells high-end furniture to homeowners in the Pacific Northwest. As a general rule, she only advertises when she has a sale or special event. In 2006, she decided to have a storewide year-end clearance […]
In the space of a couple of hours, I read a couple of articles that contradict each other on the subject of language. First (in order of when I read ’em) was a capsule review of the book Branded Nation by James B. Twitchell. “Twitchell,” wrote reviewer Steve Cone, “is unusual among college professors in […]