I’m no longer selling radio advertising in Portland — I moved into a new role as a nationwide advertising and marketing consultant with Jim Doyle & Associates about six months ago. So it was with a bit of surprise that the term “KXL list of advertisers” appeared in my blog’s keyword list today. From that […]
For about a year — from mid-2008 through about mid-2009 — I made a concerted effort to use social media to boost my online presence. I tended to my profile on LinkedIn, and participated in its “Answers” forum. I added a Facebook Fan Page. Put up a profile on Biznik. Tweeted regularly. And, of course, […]
Copywriting guru Dan O’Day likes to advise his students that in an ad, you’re not selling features, or benefits — you’re selling results. ESPN‘s new World Cup Soccer ad is a great illustration of the difference. The feature ESPN is selling is World Cup Soccer coverage. The benefit to watching soccer, the ad implies, is […]
Last week I called on an orthodontist — or more specifically, the practice’s office manager. I learned two things of note: 1. Things are really, really slow these days. Parents are still bringing their kids in for braces, but in smaller numbers. And their lucrative adult-braces business is way down. 2. The doctor has steadfastly […]