Is anyone reading this? No, seriously, is anyone reading this? That’s what you should be asking yourself when you’re allocating space for copy in your catalog or other marketing materials. Because we know this: People don’t read. They scan. They skim. They flip. They browse. As a writer, it can be quite an ego blow […]
Marketers are accustomed to thinking of their customers in terms of “generations.” Based on when you were born, you may be a Baby Boomer or a member of Generation X, Y or Z. These categorizations help us understand the consumer behaviors that ultimately drive everything from the products marketers sell to the way they “talk” […]
Dollar Shave Club was the first one I remember. In 2012, just a year after they launched the brand, they uploaded a video titled “Our Blades Are F***ing Great.” And while they pulled their punch with bleeps and asterisks, it still had some shock value. And it worked! The brazen video got shared millions of […]
There’s a lot of talk these days about creating a great customer experience, standing out in a crowded market, telling your brand story in a compelling way, and a mobile-first strategy. Let me be clear—ALL of these things are important. Vital, in fact, if you want to be successful. However, I’d argue NONE of them […]
Want to spice up your marketing message? Just look to the Bible. Wait. What? #WhatIsSheTalkingAbout? I’m talking about the seven deadly sins, friends. Those transgressions which are fatal to spiritual progress. I know. Heavy stuff. But if you take a few steps back, squint a little bit, turn your head sideways ever so slightly and […]
Seriously, learn to direct your creative efforts like a rock star. Mick Jagger knows about the creative process. He’s done well by anyone’s standards. In terms of money and accolades, he’s got those covered. I recently read his net worth is $360 million. He was knighted by Queen Elizabeth II in 2002, and today, he […]
Does your brand stand for something? Is it more than just products and services? Does your brand have a cause greater than commerce? More and more, brands are aligning themselves with charitable causes. And customers are taking notice. Last year, Ad Age published a study by the research firm Toluna about the impact of brands […]
I LOVE MAKING MISTAKES. Why? Because, like silly putty, the slinky and post-it notes – all the result of fortuitous mistakes – they offer an opportunity for break-through opportunities. In advertising, when we make a mistake for all the world to see, it’s embarrassing and makes us take a hard look at our proofing process. […]
A client called me several years ago with a spectacular idea for his marketing program. “I love it!” I said. “It’s fresh, it’s different, it’s relevant to your customers, and it’s testable. Let me know how the CMO likes it!” He grew silent on the line. And then said quietly, “Um, could you bring the […]
