The three most famous letters in advertising, USP—unique selling proposition—what many have argued for decades forms the basis for creating effective ads was invested by and made Rosser Reeves famous. In his book, Reality in Advertising, he laments that understanding what the three letters means does not in fact reflect a wide-spread understanding of the [...]

I went out to get my mail yesterday and noticed an over-sized postcard mailer for Dollar General. The offer was they’d give me $5 off my next purchase of $20 or more. I though great, cause about once a week I get all my cat related items at Dollar General which usually totals around $20 [...]

More than three years ago marketing guru Seth Godin put together a long list of “what every good marketer knows.” As it said it wasn’t a “carefully planned manifesto” but a “riff.” The whole list is here, but I pulled a few of his bullet points I felt were the most important. Low price is [...]

Your opt-in form is one of the most important elements in building your list of subscribers, yet it is often overlooked or thrown together at the last second with almost no thought. From my conversations with a number of clients it is clear to me this is done cause most of the effort is spent [...]

Hillary Clinton’s quick fall from the defacto Democratic nominee to fighting for her political life and/or future is simple. It is because of Mark Penn, or I should say because of the two positions he holds within Clinton’s presidential campaign. First a little background. Penn is the worldwide CEO of the PR firm Burson-Marsteller (B-M), [...]

A lot of my high-tech B2B clients think if they put up some banner ads qualified leads will reign down on them. I tell them that isn’t my experience. But I stress they do help from a branding point-of-view and if they supplement the banner ads with email marketing and Webinar that they can achieve [...]

Who can’t benefit from good publicity? Unfortunately, though, the press will usually only beat a path to your door if there is something negative to report, if even then. Instead of waiting for them to publicize the good news, do yourself a favor and create a press kit that will grab their attention and be [...]