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Tag Archives: marketing

There were four choices and I picked this one

Why? Because it had a resealable bag. What simple feature can you add that gives you the competitive advantage? Is it so small that you missed it?

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It turns out that when we build our businesses around a single shot at getting someone’s attention for a short term gain today…

…  we’re wasting an opportunity to build a business that endures. That headline is from an insightful post by Bernadette Jiwa. She continues: Headlines designed to bring as many strangers to your blog as possible this week, might not make for a community of evangelists in the long run.There’s something that’s harder to cultivate than attention. […]

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The fundamentals of being buzzworthy

This is a post from our WordofMouth.org project. Check it out for more great word of mouth marketing tips like this every day. Becoming a truly buzzworthy company isn’t easy. But if you can pull it off, you’ll create a competitive advantage that will carry you through good times and bad. The key ingredients: 1. […]

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I can’t wait for your next advertisement!

Most advertising is a waste of money — millions of dollars spent on a tiny impression that will be instantly forgotten. But I look forward to these RadioShack ads every month in Wired.  The ads are instructive, interesting, and give me new ideas.  The lesson: If you’re going to run a bunch of ads, make […]

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This one mistake turns away so many customers

While you’re spending money trying to attract customers, your web designer may be turning away searchers. Take a minute to search Google for your company. Are you getting a great description of what you do?   Or does it say, “A description for this result is not available because of this site’s robots.txt”? This happens […]

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Say it loud and say it first

Southwest, Delta, and United announced they wouldn’t allow cell phone calls on their planes. They are getting a ton of great press. American Airlines is still thinking about it. We haven’t heard from the other airlines. They are either getting no press or negative press. And customers are left wondering if they are considering this […]

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Thinking about Things Remembered

I wrote a post a few months ago about the absurd (and self-defeating) flood of emails from Things Remembered. Thinking more about that post, while the email flood continued, I finally figured out what bothered me most: Lack of storytelling and personalization. This is a company that sells personalized gifts. Everything they do is about […]

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When a catalog becomes a magazine

A catalog is junk mail — a stack of ads that go right in the trash. A well-written, interesting catalog is an entirely different story. It becomes a magazine.  A magazine is something that people anticipate, enjoy, re-read, and buy from.  Legendary catalogs that people covet included J. Peterman, Miles Kimball, and the Nieman Marcus […]

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