How to Write Effective Ad Headlines

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.“ David Ogilvy Very simply, online ads need to do three things: Target the right group Capture attention Prompt action (click through) An effective headline, therefore, […]

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Content Repurposing: Less Work, More Reach

Repetition also increases (for a while) the authority and believability of what you have to say. Listeners go from awareness of the message to understanding to trust. Yes, the step after that is annoyance, which is the risk the marketer always faces. Seth Godin Fresh content is a critical part of effective marketing. But who has […]

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The Wise Use of Facebook Ads

Facebook ads can be a great small business marketing tactic. The minimum spend is just $1 per day. And at least for now, they are being offered at a low cost – just $0.25 per 1,000 impressions (see chart on left). But PLEASE do not run out and begin blindly using the Promote Post or […]

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Overlays: Build your Email List

As seen in this photo from the OfficeMax site http://www.officemax.com/, overlay screens (also called lightboxes or hoverboxes) are images that appear on top of a webpage. Overlays are often used to encourage visitors to sign up for a mailing list. While you may yourself, feel these “pop-ups” to be annoying and disruptive, research consistently shows […]

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Great Tool for Customer Segmentation: Customer Journey Maps

Customer journey mapping is a one-to-one interviewing process that does a deep dive into the minds of target customers.  Done correctly this process can help answer the following questions: Who is my ideal target customer group? How do I describe them both in terms of demographics (age, income, etc.) and psychographics (aspirations, style, etc.)? What […]

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5 Social Selling Principles

Customers are putting up barriers around traditional communications channels. In their personal and professional lives, fewer and fewer customers answer their phones or open (much less respond to) emails. Consumers are now trained to ignore pop-up and banner ads, and to quickly sniff out content that smells promotional. So more sales people are looking to […]

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Marketing Trends 2014 and Beyond

Technological advances are now so fast paced that one-year predictions are considered futurist!  (One fun fact that really hit home for me: My iPad has more computing power than the state-of-the-art Cray supercomputer owned by my first employer Shell Oil in 1985!) But what do these predictions mean for you and your plans? Do you […]

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My latest productivity tool

This year I have become acutely aware of a productivity rabbit hole. The New Year is a time of looking out – and looking within. I realize that growth is quite unlikely if I continue with the status quo. Like any small business owner, my only real asset and real competitive differentiation is my creativity. […]

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Goals are for Losers

“For our purposes, let’s agree that goals are a reach-it-and-be-done situation, whereas a system is something you do on a regular basis with a reasonable expectation that doing so will get you to a better place in your life. Systems have no deadlines, and on any given day you probably can’t tell if they’re moving […]

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