by Chuck McKay | Sep 9, 2005 | Uncategorized
The Internet is a wonderful marketing laboratory. You can come up with an idea at lunch, implement it this afternoon, and look over the results tomorrow morning. But this is not an article about web-based marketing.It’s an article about using information.The...
by Chuck McKay | Sep 5, 2005 | Ad Writing / Copywriting, Advertising / Marketing Strategy, Budgeting, Pricing, and Return on Advertising Investment (ROAI)
One of the things that too many small businesses do when they advertise is to try to pack the ad with everything that could possibly be of interest to any potential customer. After all, advertising is too expensive to waste any opportunity to sell everything to...
by Chuck McKay | Aug 28, 2005 | Uncategorized
Today I’m not offering perspective. Today I’m asking for your help. Today I want to know the one marketing question no one has ever answered to your satisfaction.Would you take the few seconds it takes to ask the question?Click here. And thank you.
by Chuck McKay | Aug 26, 2005 | Uncategorized
Over the years I’ve stopped doing business with quite a number of companies. Sometimes it was because my needs changed. More often it was because I was tired of being ignored.It always amazes me how hard most companies will work to acquire a new customer, and how...
by Chuck McKay | Aug 20, 2005 | Uncategorized
When we talk about building your brand we always project into the future, and what your brand will become.Customers need time to buy, and use, and make your product part of their lives. It takes time for one generation to introduce your product to the next generation....
by Chuck McKay | Aug 1, 2005 | Customer Sources, Market Segmentation, Targeted Marketing, Database Marketing, Uncategorized
I’m constantly amazed by all of the media reps from all of the different media outlets that can help your advertising to “reach the right people.” Why am I amazed? Because they all reach the same people. Don’t believe me? Start with radio – there’s more...
by Chuck McKay | Jul 24, 2005 | Advertising / Marketing Strategy, Advertising 101
I just read some advertising suggestions on an Internet marketing site that are beyond annoying. They are flat-out bad advice. They illustrate a complete lack of understanding of the whole persuasion process. First, small business owners are told that advertising...
by Chuck McKay | Jul 15, 2005 | Uncategorized
Ben Franklin is reported to have once written “I apologize for the length of this letter. I didn’t have time to write a short one.”I chose Ben’s quote for our on-going discussion of advertising to draw attention to a basic truism: it takes more skill to craft a six...
by Chuck McKay | Jul 10, 2005 | Uncategorized
Advertising can not fix a broken business. Oh, you might draw potential customers the first time through advertising, but from that point on it’s pretty much that customer’s Personal Experience Factor that determines whether she’ll be back, or not....
by Chuck McKay | Jun 29, 2005 | Uncategorized
I was having dinner alone, in a strange community, at a nationally-known restaurant chain. I watched the waitress deliver the checks at the five other tables in her section before flagging her over.”How many tables are in this section?” I asked. She told...
