Highlights: When most of the products in a category aren’t much different from each other, brands must transition from belaboring minuscule feature differences to building the ego of their customers. Companies must have the courage to honestly assess when their product category has matured, then decisively move away from feature marketing. Great companies have one …
What Liquor Can Teach Us About Smart Marketing Strategy Read More »
Highlights: Great testimonial ads are built on identification and empathy, not product features. Strong testimonial ads are not just about the product, but how people feel when they use the product. Start the creation process by focusing on the customer’s passion, then show how the product empowers that passion. Download PDF Version
Highlights: Most customers cannot vocalize their true motivations for buying. Customers evaluate with their minds, but buy with their hearts. All ads must craft a dual sell – one for the conscious mind, and a completely separate one for the subconscious mind. Over-reliance on qualitative research will lead to ad campaigns that make a strong …
Marketing Mistakes – Buying into the Lies that Customers Tell Themselves Read More »
Highlights: Social Media Marketing requires a relationship strategy, not a quick-sale strategy. The best social media marketing campaigns make friends first. Only then do they market for a sale. Your company must show a personal side and let its hair down a bit. Too many companies fail to break out of corporate communication mode. Download …
Download PDF Version The following file is a PDF and must be viewed with Adobe Acrobat Reader. Please visit Adobe’s website to download the latest version.