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Articles, by Topic
- Ad Critique / Classic Examples
Great ads from the past, plus real world examples of advertising, before and after they’ve been modified for greater effect.
- Ad Testing
- A Strategy For Frequency In Newspaper Advertising
- Are You Testing Advertising, or Simply Your Offer?
- Are Your Ads Working? Can You Prove It?
- Conduct Only One Advertising Test at a Time.
- Higher Profits Through Testing of Every Variable
- How Can We Test Advertising?
- Is Bigger Really Better?
- Testing Advertising Response in the Store
- Ad Writing / Copywriting
- A Good Ad
- A Priest, A Rabbi, And A Minister Walk Into A Bar
- Advertising Observations From My Hotel Room
- Five Advertising Lessons From The Personals
- One Easily Remembered Point
- The Invisible Ad
- The Long And Short Of Persuasion
- The Worth of a Dali
- Trends and Cycles and Advertising In Them
- Using The Persuasion Diagram To Make A Radio Ad
- What I Know About Writing Ads, I Learned In High School
- You Can't Bore People Into Paying Attention
- Advertising / Marketing Strategy
- A Good Ad
- Adjust Your Staffing - Surviving The Recession - Part 4 of 7
- Advertising and Air Conditioner Sales
- Allstate Gets It
- Bad News For Business Owners
- Bad Seduction
- Bar Bands and Chicken Sandwiches: Protecting Your Brand in an Age of Social Conscience
- Beer And Headaches And That Awful Cramping
- Bottled Water, Fresh Fruit, and the Price of Gasoline
- Coffee, The Moon Landing, And A Game Of Poker
- Danger in the Discount
- Emotions VS Logic
- Focus on Revenue and Customer Service - Surviving The Recession - Part 1 of 7
- Grocery Shopping, Rising Tides, and Maintaining Market Share
- How Will Advertising Affect My Sales?
- Marketing P.A.I.N. - Part 3, Advertising the First Stage of Pain
- Marketing P.A.I.N. - Part 4, When People Realize They're Hurting
- Marketing P.A.I.N. - Part 5, Testimonials and Comparisons
- Marketing P.A.I.N. - Part 6, Make It Stop!
- Marketing P.A.I.N. - Part 7, Tie It All Together.
- Marketing P.A.I.N. - Part 8, Message Frequency, Media Choices, and Tracking
- Military Positioning as Marketing Strategy
- One Easily Remembered Point
- Reach vs Frequency – Systemic Marketing™ Part II
- Speed up cash flow - Surviving The Recession - Part 6 of 7
- Surprise and Delight
- The Customer's Buying Process – Systemic Marketing™ Part III
- The Truth About Recycled Ads & Pickup Lines
- Trends and Cycles and Advertising In Them
- Where Are The Goal Posts? Where Is Your Team?
- Will Advertising Sell What People Don't Want?
- You Can't Bore People Into Paying Attention
- Advertising Schedules / Scheduling
- Budgeting, Pricing, and Return on Advertising Investment (ROAI)
- Accelerate Your Advertising and PR – Surviving the Recession – Part 3 of 7
- Bottled Water, Fresh Fruit, and the Price of Gasoline
- Can Breakeven Analysis Predict Your Coupon Success?
- Danger in the Discount
- Do You Have To Drop Price To Increase Sales?
- Gross Margins and Return on Advertising Investment
- Guaranteed Advertising ROI in a Tough Economy
- Higher Profits Through Testing of Every Variable
- Hope is Not a Strategy for Greater Return on Advertising Investment.
- Is a Radio Remote Broadcast a Good Investment?
- Lower Your Profit Margins - Surviving The Recession - Part 5 of 7
- More SEO and PPC. We must save the General!
- One Easily Remembered Point
- Presumed Prospects, Identified Prospects, and Core Customers
- Should I give stuff away?
- The Psychology of Pricing
- Buying Stages / Sales Conversion
- Credibility and Critical Non-Essentials
- Customer Education, Expectations, and Motivation
- Are You Testing Advertising, or Simply Your Offer?
- Basics of Retail Marketing from a Nine-Year-Old
- Bottled Water, Fresh Fruit, and the Price of Gasoline
- Can You Use Cognitive Dissonance to Create More Successful Advertising
- Cherish Your Existing Customers – Surviving the Recession – Part 2 of 7
- Emotions VS Logic
- Expectations Drive Word-of-Mouth
- Focus on Customer Value to Survive the Coming Shake Out
- How Does One Educate a Customer? Part 1 of 3
- Marketing P.A.I.N. - Part 1, Relationships
- Marketing P.A.I.N. - Part 2, What Do People Want?
- Pattern Recognition and the People Meter.
- The Customer's Buying Process – Systemic Marketing™ Part III
- Violated Expectations. Marketing lessons from the Dallas Cowboys.
- Will A Doomsday Cult Buy A New Dishwasher?
- Will Advertising Sell What People Don't Want?
- Customer Focus, Retention, and Evangelism
- A Banking Story - The Ten Day Hold
- A Few Good Ads
- Accelerate Your Advertising and PR – Surviving the Recession – Part 3 of 7
- Are You Testing Advertising, or Simply Your Offer?
- Basics of Retail Marketing from a Nine-Year-Old
- Bottled Water, Fresh Fruit, and the Price of Gasoline
- Buddy, You Don’t Offer Enough Value
- Cherish Your Existing Customers – Surviving the Recession – Part 2 of 7
- Cut Overhead - Surviving The Recession - Part 7 of 7
- Dear Doctor - How Do Your Patients Rate YOU?
- Focus on Customer Value to Survive the Coming Shake Out
- Focus on Revenue and Customer Service - Surviving The Recession - Part 1 of 7
- Free Coffee and the Incremental Discount Coupon Tactic
- Love And Indifference, Part 1
- Love And Indifference, Part 2
- Love And Indifference, Part 3
- Marketing P.A.I.N. - Part 1, Relationships
- Surprise and Delight
- Ten Steps To Great Customer Service
- The Biggest Waste in Advertising (a Case Study)
- There Is No Word-of-Mouth "Marketing."
- Twice A Year Is Recommended
- Violated Expectations. Marketing lessons from the Dallas Cowboys.
- What's the Boss's Most Important Job?
- You Can't Win Customers With a Boring Newsletter
- Customer Service
- Customer Sources
- Image Advertising, Branding, and Positioning
- Lifetime Customer Value (LCV)
- Market Segmentation, Targeted Marketing, Database Marketing
- Are Your Ads Working? Can You Prove It?
- Beer And Headaches And That Awful Cramping
- Coffee, The Moon Landing, And A Game Of Poker
- Customer Acquisition on Cruise Control – Systemic Marketing™
- Data Mining for Better Ad Copy
- Free Coffee and the Incremental Discount Coupon Tactic
- Higher Profits Through Testing of Every Variable
- How Many Pancake Restaurants?
- Is There Money in Accommodating Early-Stage Shoppers?
- Is Your Business Parched for Leads?
- Marketing P.A.I.N. - Part 1, Relationships
- Marketing P.A.I.N. - Part 2, What Do People Want?
- Media's Dirty Little Secret
- Military Positioning as Marketing Strategy
- Physicists, Piano Tuners, and Market Research
- Media, Social Media, and Word-of-Mouth (WOM)
- Budgeting For Word Of Mouth
- Expectations Drive Word-of-Mouth
- Gamblers, E-Mail, Religious Miracles, Word-of-Mouth, and Customer Delight
- Is a Radio Remote Broadcast a Good Investment?
- Reach vs Frequency – Systemic Marketing™ Part II
- There Is No Word-of-Mouth "Marketing."
- Your Professional Reputation - Three Distinct Levels of Word-of-Mouth
- Minimizing Risk
- Persuasion / Power of Words
- Planning for Growth
- Presentation
- Psychology and Consumer Behavior
- A Marketing Lesson from American Idol
- Can You Use Cognitive Dissonance to Create More Successful Advertising
- Inclusive Communication By Design
- Pattern Recognition and the People Meter.
- Reticular Activation - How the Human Anatomy Prevents Ads from Reaching "Everyone."
- Will A Doomsday Cult Buy A New Dishwasher?
- Publicity and Public Relations (PR)
- Search Engine Optimization
Search Engine Optimization – configuring the content of a web page to appear more relevant to search engine algorithms.
- Systemic Marketing (TM)
- Two-Step Marketing / Back End Sales
- Unique Selling Proposition (USP)
- Video Post