From the category archives:

Marketing Case Study

Is a Blog the Best Marketing Tool for Your Business?

April 15, 2008

There is an adage in advertising that says, “I know that half my advertising dollars are wasted – I just don’t know which half!” Several authors claim credit for this quote, but no matter what the origin, I can assure you the saying is wishful thinking.
Not only is it possible that more half of your [...]

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Choosing the Messenger

October 10, 2007

So, now that I have my end user in mind, the next step is to choose the messenger, because my messenger is going to dictate my content.
In the film Ghostbusters, Gozer (a powerful being from another dimension) stands atop an apartment building on Central Park West in New York City, and informs the Ghostbusters that [...]

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The role of your product or service in your marketing campaign

October 5, 2007

Since this is a record of the process of marketing a product or service, I should probably start at the beginning with product development.
In my case, my product is my book Beyond the Niche: Essential Tools You Need to Create Marketing Messages that Deliver Results . 
LESSON ONE: Develop your product with the distribution channel in [...]

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Fear as a Factor in Marketing/Advertising

October 3, 2007

One of the biggest reasons I’ve decided to blog about this marketing campaign is because as I began this project, I quickly recognized how big a factor FEAR OF THE UNKNOWN is in the marketing process. 
As I mentioned in a previous post, I’ve worked with many brilliant marketing professionals and as I began this project, [...]

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Marketing Case Study

October 1, 2007

Over the past decade, I have worked with some truly brilliant marketing experts on marketing their products and services.
That statement may seem odd to someone who is not a "marketing guru" but it makes sense if you think about it.  (There’s a reason you rarely see ads advertising an advertising agency’s services!) 
See, it’s easy for [...]

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