A few years ago, we developed a test campaign for a company offering a catalog of outdoor furniture.  The test included some publications in the garden market, others in the home market.  Two of those in the home market had very similar demographics and editorial content.  We’ll call them Magazine A and Magazine B. Normally, […]

If you’re selling left-handed pruning shears, it’s easy to stand out in the marketplace. If, however, you offer perennials, bulbs, or other things that many companies carry, distinguishing yourself can be more of a challenge.Here are some suggestions for how to do it. Explain Your Product Benefits Your competitors may be offering the same product […]

Many companies selling horticultural products to consumers restrict their prospecting to the garden market.  Some excellent opportunities can be overlooked as a result.  Here are just a few categories that may expand your universe and your profits: Homeowners.  The home market has actually outperformed the garden market for a surprising number of our clients.  Regional.  […]

While benefits, proof and clarity are just as important in web site copy as anywhere else, there are some differences to bear in mind.  Here are just a few: Keep Pages Short.  Studies indicate that 30% of people don’t scroll down.  Use additional web pages rather than one long page. Label Links Clearly.  With just […]

Readers of Let’s Grow know I’m a stickler for tracking responses.  Without proper coding and tracking, media planning becomes nothing more than educated guesswork.   With it, you can identify and build on what works and eliminate what doesn’t. If you’re frustrated at the difficulty of tracking Internet responses, take heart.  It’s possible to track where 80% to […]