How to Get the Biggest Bang for Your Buck If I leave my house in Connecticut and keep heading north and east, I’ll eventually get to Massachusetts. But if I want to get to Boston in three hours, I better look at a map before I leave. So it is with media planning. Developing a […]
5 Ways to Add Urgency
Sometimes prospects need a little push to turn them into buyers. Here are some ways to help close the sale: 1. Limited Bonus. Offer a bonus to a limited number of people – say the first 50 people who order a particular product. 2. Limited Supply. Highlight the products for which you have a very limited supply. It will […]
Are You Leaving Money on the Table?
Making the Most from Your Customer Base You’ve heard the figures: it costs the average company 6 to 10 times more to acquire a new customer than it does to make an additional sale to an existing customer. So why do so many companies devote most of their resources to customer acquisition at the expense […]
Is Home Depot Beating Us At Our Own Game?
In the course of preparing for a round table I recently moderated on Marketing with Enewsletters, I reviewed as many gardening enewsletters as I could find. Many were excellent. Others contained good material, poorly presented. The majority were flagrant self-promotion with no useful content. Then I discovered that Home Depot publishes a gardening enewsletter. I figured […]
What Aristotle Can Teach Us About Advertising
Timeless Lessons in the Art of Persuasion The more things change, the more they stay the same. Who would have thought that Aristotle, the great philosopher who lived 384 – 322 B.C., could offer insights to benefit advertisers today? But human nature remains constant, and the observations Aristotle made in his famous treatise Rhetoriccontain valuable advice […]
