Category : All Blogs

Keywords or Phrases: What’s Best for Paid Search?

Although I have seen some exceptions, generally speaking, using a phrase (also referred to as long tail keywords) is better than choosing individual keywords in a search campaign. I like to use the phrase “Hawaii Family Vacation” as an example. To begin with, if this is what you are selling, then it’s a precise description […]

One simple copy writing strategy that will deliver better customers

Identify your “platinum customer” and speak to that audience. Don’t worry about the rest. Most business people try to cast as wide a net as possible when creating ads. This is perfectly understandable and at first glance feels logical. But, concentrating your message on your highest value customer doesn’t mean you are leaving everyone else […]

The First Rule of Advertising: It’s about Them. Not you.

It’s about them. Not you. The concept is simple enough. But, as a business person, this is without a doubt, one of the hardest things for you to get past. You spend your days and nights thinking and living your business. You work hard to create something of value to a customer, and you want […]

Marketing Basics for Today’s World

Marketing Basics for Today’s World:  Attached is a PDF of a presentation I recently gave at the Seattle International Textile Expo. It is a general overview of what is important in today’s marketing arena. Much emphasis was placed on those basic things that make marketing work, which has not changed over time. With so much […]

Brainstorming Rules

Brainstorming is a great way in the creative process to break through mental barriers to discover creative ways of solving problems and reaching objectives. Throughout my career in advertising I’ve witnessed wonderfully productive sessions as well as complete flops. In every case, when a handful of rules were applied, the results were remarkably better. It is also […]

Do you really know who your customers are?

Whether you’re doing guerrilla marketing or advertising on the radio or television, the more accurately you target your ideal customer, the better your success will be. There are two habits most business people tend to fall into. 1.         Grab all the sales you can get. This is completely understandable and only natural for an aggressive […]

How To Write a Situation Analysis: the First Step of a Marketing Plan

When creating a marketing plan, the very first thing that should be done is to write a situation analysis. It’s easy for business owners to gloss over this step because they are so deeply involved in their business it doesn’t occur to them that there is anything to learn by writing it down. The fact […]

How to learn where your customers are coming from

If you own a retail business that relies upon customers coming to your store, one of the most fundamental things you need to know is where your customers are coming from. Many business collect zip codes, but that’s not detailed enough. You need to identify the neighborhoods and business districts they are coming from. Do that, and you can target […]

What is Crowdsourcing?

Crowdsourcing is a term that refers to the act of presenting a problem to the public at large, and then letting anyone and everyone submit solutions. Some crowdsourcing for problems that require specific expertise may be limited to a qualified group. But, the same principle applies. The term was first coined by Jeff Howe in […]

Ad agency lies: who listens and why

In the advertising agency business, one of the most difficult things to do is acquire new clients without lying. This is because when two or more agencies are presenting to the same client, it is often the one that makes the biggest promises that wins the business. Most ad agencies stay within the ethical boundaries […]