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Remember: problem, solution and then product
Talking to a businesswoman who had trouble promoting her new product, I told her she needed to take a step back and view how she marketed from another viewpoint – that of the customer.
So many people bang on about themselves and their product – this is only natural, as humans think about the most important [...] -
But what is this advert really saying?
I’ve just finished an advert.
The process was that it needed to be made ready for print: the image at 300 dpi, changed from RGB to CMYK, collect the logo from the original and superimpose it onto the new one (using Photoshop to separate it from its original background), work out what font was used for [...] -
How to make your clicks more effective
A website owner was moaning to me about how much he had spent on pay per click (PPC) advertising and had got very little in return. This is probably because he had entered into the venture by himself, so obviously there were some concepts he was not using correctly.
To start with I would advise you [...] -
How to convert warm prospects into hot customers
One of the most important parts of a campaign is the call to action. This is, in fact, one element that some leaflet campaigns actually forget to include! Not only does a single leaflet campaign provide just one shot at attempting to persuade customers to buy, but the command to pick up the phone, go [...]
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Comparing incentives with a trifle
One of the most important parts of a campaign is the call to action. This feature can manifest itself in a variety of ways, but one popular version is the ’special offer’ acting as an incentive to get the customer to make contact.
Try to think of and create a really compelling ’special offer’. Is it [...] -
Don't skimp during a recession
The last thing businesses should be doing during a recession is to limit their amount of marketing. In fact they should be focusing on highlighting all the positive aspects of their organisation so that once the recession has ended they are riding the crest of the wave.
It is a time for reflection and reorganisation, for [...] -
What does the word 'marketing' mean to you?
Why is it with reporters and broadcasters always associate advertising as the primary source of marketing? Is there a mental block with the public when it comes to understanding what marketing is? Is advertising always the first thing people think of when the word ‘marketing’ is mentioned?
I suppose that is the case, because advertising tends [...] -
How clearly do you describe your business?
One of the most difficult things in networking is adequately describing your business so that your listener’s eyes don’t glaze over. With some networking groups you only get 60 seconds to give your pitch, which is actually a blessing in disguise. It makes you concentrate your mind on the most important parts, enabling you to [...]
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Aussie Ads Cause Total Disruption
We tried to watch a Harry Potter film the other day on Australian television and it was virtually impossible. They have ads every ten minutes or so which last about five minutes, and the constant repeats were waring and annoying. But what goaded me most was that they were so badly constructed I didn’t get what [...]
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Postcard Pointers for Pertinent Promotions
This is my version of the subject on postcards mentioned a few posts ago:
Take another look at the humble postcard. Size A6, although appears small, is actually quite versatile (and fits nicely into a C6 envelope if necessary), and even though it’s dimensions restrict the amount of content you can fit on it, there is [...]
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