Category Archives: Advertising

What’s Your Breakeven Advertising Budget?

January 12, 2012 – 4:15 am

Most companies think of advertising as a means of growing sales. That’s all well and good, but prospecting is necessary just to stay in place. To determine your breakeven advertising budget, you must answer two critical questions: (Click on the headline for more…)

By Val Gosset | Also posted in Marketing | Tagged , | Leave a Comment

A Clever Use of the Bandwagon Effect

January 6, 2012 – 4:15 am

Marketers have long relied on the bandwagon effect to increase sales. According to the Oxford Dictionary of Psychology, the bandwagon effect means that “the probability of any individual adopting [particular conduct or beliefs] increases with the proportion who have already done so.” River Pools & Spas, which was the subject of our last blog post, cleverly uses the bandwagon effect… (Click on the headline for more…)

By Val Gosset | Also posted in Marketing | Tagged | Leave a Comment

Balancing Learning Curves and Opportunity Costs For New Marketing Methods

October 18, 2011 – 4:15 am

Mobile websites…smartphone apps…iPad apps…text marketing…Facebook advertising…Facebook company pages…Twitter…StumbleUpon…Groupon…YouTube channels…blogs. There’s a plethora or marketing possibilities that were virtually non-existent 10 years ago. Just as many have come and gone within that time. It’s hard to tell what will last, and what will disappear. So how do you decide what to focus on, and what to ignore? (Click on the headline for more…)

By Val Gosset | Also posted in Marketing | Leave a Comment

Some Surprising Changes in Prospecting Media

July 8, 2011 – 4:15 am

Everyone loves looking over their shoulder to see what other companies are doing and how it’s working for them. To that end, Multichannel Merchant recently conducted a survey of catalogers, comparing 2011 marketing plans with what they did in 2010.

When asked about plans for 2011 prospecting, respondents only planned to increase their use of three media, and they all surprised me. (Click on the headline for more…)

By Val Gosset | Also posted in Catalogs, Pay-per-click advertising, Social media | Tagged | Leave a Comment

Creative Inspiration for Email Marketing

May 25, 2011 – 4:15 am

It’s common practice among copywriters to maintain a “swipe file” of ads to provide inspiration and ideas for their own work. In 1984, renowned copywriter Denny Hatch simplified this practice… (Click on the headline for more…)

By Val Gosset | Also posted in Copywriting, Direct response advertising, Email marketing | Tagged , , | Leave a Comment

Little-Known Resources For Facebook Marketers

May 13, 2011 – 4:15 am

For all of the interest in Facebook marketing, the social media giant doesn’t seem to do a particularly good job of marketing itself. Not only does Facebook offer more marketing opportunities than most people realize, but they provide quite a few helpful resources are available – if you know where to look. One good place to start… (Click on the headline for more…)

By Val Gosset | Also posted in Facebook, Social media | Leave a Comment

A Systematic Process For Writing Effective Advertising

May 10, 2011 – 4:15 am

Whether you’re developing your own advertising, or reviewing ads someone else has created for you, it helps to understand the building blocks of a compelling ad. The following systematic approach has always served me well, no matter what type of advertising I’m writing: (Click on the headline for more…)

By Val Gosset | Also posted in Copywriting | Leave a Comment

What Your Art Director Needs To Know

April 15, 2011 – 4:15 am

Our last blog post discussed how to give good direction to your copywriter. In the same vein, here’s the information you need to share with your art director in order to get the best work from them: 1. Your Goals. It’s fairly common for graphic artists to present designs that look colorful and eye-catching, but [...]

By Val Gosset | Tagged , | Leave a Comment

A Dramatic Example of How the World of Marketing is Changing

February 11, 2011 – 4:15 am

Perhaps the best presentation at the recent Direct Gardening Association conference was that given by Brad Schwarzenbach of Tippingpoint Labs on Discovering the New Web World and Leveraging It to Better Your Business. One of the many practical points Schwarzenbach made was on how the most effective methods of reaching your audience are shifting. (Click on the headline for more…)

By Val Gosset | Also posted in Blogs, Marketing, Social media, Video, YouTube | Comments (2)

Generating Traffic From Facebook Without a Facebook Page

October 13, 2010 – 4:15 am

Would you love to generate traffic to your website from even a few of Facebook’s 500,000,000 monthly active users — but you don’t even have a Facebook page for your company? You don’t have to. (Click on the headline for more…)

By Val Gosset | Also posted in Facebook, Social media | Leave a Comment
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