Category Archives: Uncategorized
Steady Marketing Builds Trust
One of the most common — and frustrating — conversations that advertising/marketing professionals have with their clients is the one where the client just wants to advertise when they have a special event, or at “peak” times of the year. The jeweler who only advertises at Valentine’s Day, Mother’s Day and Christmas The car dealer […]
Maybe Your Prices Are Too Low
It’s a reflex in many sales situations — when you’re competing with others who offer a similar product or service, the first impulse is to cut your price. What if, instead of reducing your price, you made sure you were the most expensive option in the category? Columnist Harold Meyerson recently discussed the concept of positional […]
Tapping into Consumer Anxiety
Perry Marshall likes to say that the object of marketing is to enter the conversation that the prospect is already having in his or her head. A great example of this is featured in the New York Times this weekend. The item in question is called LENA (for “language environment analysis”). If you’re the parent […]
Like Clutter? You’ll Love Heathrow
If your travels take you through London’s Heathrow Airport, prepare for an onslaught of sales messages, each one competing for ever-smaller slivers of your attention. According to this morning’s Wall Street Journal, they’re opening a fifth terminal with “more advertising than almost any airport in the world. The numbers are astounding, especially as they compare […]