One of my favourite marketers, Dan Kennedy, uses this saying quite a lot in his marketing newsletter. In fact he has been saying it for years. It’s the one that has people furiously hopping after one shiny object after another, after another and yet after investing thousands of dollars wind up back at the same…
Many media companies worldwide use various methods to ascertain their audience. Some use a diary system, some use phone surveys, others use very complicated online research methods. All these surveys are designed to determine who is listening, watching, reading and even clicking their medium. Once they have done that, they can then provide that evidence…
I was always taught when I began selling advertising time to clients that by all means sell the features of the product, but always reinforce the benefits. Want is the difference between a benefit and a feature? A feature is a characteristic of a product and a benefit is what it will give the prospect…
Several times a year I get the opportunity to give a talk at our local media training school. I do two sessions in the week and they usually go for an hour per session. The first session is titled “Sales Is Easy” and the second hour is the “Selling and Buying Cycles of Advertisers and…
Al Brown is one of my country’s best known chefs, and appeared recently on Australia’s Masterchef. MasterChef is perhaps one of the better known cooking shows in this corner of the Globe. In fact its claim to fame is that it’s Australia’s highest ranking non-sporting programme of all time! Most chefs are famous for a “signature…
An excerpt from Doug Gold’s book Fun is a Serious Business – The MoreFM Story Call to action advertising is designed for specific promotions or activities which normally run over a set period of time. These could be sales, Mother’s Day specials, store wide clearances, limited offers, new product launches and so on. The most effective…
