by Chuck McKay | Feb 10, 2009 | Ad Testing
Transcript of actual conversation: Potential Client : Tell me the truth. How important is advertising in this economy? Chuck: It’s critical. When there is a lot of money in circulation it’s not difficult for most businesses to attract their fair...
by Chuck McKay | Jan 1, 2009 | Budgeting, Pricing, and Return on Advertising Investment (ROAI)
How in the world can they afford to keep advertising like they do? You’ve seen ’em. Those companies who offer to do battle with the IRS if you owe large income tax debt. The credit counseling companies. The medical discount programs. Those who will...
by Chuck McKay | Nov 28, 2008 | Media, Social Media, and Word-of-Mouth (WOM)
Word-of-mouth occurs when, through surprise, your customer has become emotional about you. It can happen when astonishment leaves her delighted. Alternately, it can happen when disillusion causes dismay. The first produces positive word-of-mouth. The second, negative....
by Chuck McKay | Nov 6, 2008 | Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism
The Dallas Cowboys haven’t had that bad of a season. Five wins, four losses. Slightly better than average. Unfortunately, the die hard fans are devastated. Care to speculate why? Probably because their expectations for the 2008 season included the Super Bowl....
by Chuck McKay | Oct 25, 2008 | Advertising 101, Customer Focus, Retention, and Evangelism
The boss has a unique responsibility. And it’s not the one most people think of when they describe the duties at the top. Robert Kiosaki, in his best selling business book Rich Dad, Poor Dad, explained that as an employee, you have a job. As a self-employed...
