In the past couple of days, I’ve encountered two pharmaceutical companies who are dealing with the same issue — the taste of medicine — in two different ways. Nicorette is running radio commercials announcing “a revolution in quitting smoking… a stop-smoking gum that actually tastes good!” Apparently a common objection of Nicorette users up until […]
Ben McConnell of Church of the Customer has made a yearly tradition of keeping all of the direct mail he receives during the holiday season — and putting it on a scale. This year: 21.5 pounds. Up over two pounds from last year, and a more-than-50 percent increase from 2005. His post gives some examples […]
“Most ads aren’t written to persuade, they’re written not to offend.” — Roy Williams Not long ago an ad agency pulled a home improvement commercial off the air in Portland and Seattle because several listeners had called the client to complain about it. The client was concerned that he was offending potential customers, and the […]
If your business involves sales of any kind, the Internet is your best friend. You can now walk into an initial call armed with a remarkable amount of information on your prospect — industry trends, personnel moves, product lines, and more. The Internet can be an even better friend if you know some tricks and […]