Eureka! You've done it. After hours of brainstorming and endless question asking you've arrived at the big idea to power your marketing message. The good news is you're off to a great start. But there's still more work to be done. So go celebrate your success and drink a toast to your creative th ...
Let's face it. To break through the clutter and capture the attention of your prospects -- you have to have a big idea behind your marketing message. How do you get a big idea? Evaluate your competition. Maintain a competitive file of the marketing tactics used by your competitors. This way yo ...
Every marketing plan calls for an outline of media objectives and strategy. It is particularly important to think in terms of an integrated mix of communications with each element accomplishing specific objectives and delivering a measurable return on the marketing investment. The basic questions ...
Get Intimate Your sales letter should be personal. It's the only form of marketing communication where you get to call the unknown reader “dear.” The most captivating letters are those from family and friends sharing news and personal stories. So put your arm around the shoulder of your reader ...
Choosing the primary offer forces a choice between lead quantity and lead quality. The closer your offer brings the prospect to a salesperson, or the more effort prospects must put out to receive your offer (e.g., write in their name, answer ten qualification questions, mail back a card), the hig ...
