Recession Marketing Strategy: How TheStreet.com Turned its Marketing and Product Launches Around Despite Recession and Market Volatility
When I got the call from TheStreet.com, they were not sure what to do. Sales were going down. Competition was increasing. It was the middle of a recession/down market. Plus, TheStreet.com saw existing ad revenue drop when the market dropped…and that’s what happens in a recession. Marketers cut back on advertising – and [...]
Testing Corner: Which Ad Worked Best — With Or Without A Photo/Video?
Should you use a video, a photo, or straight copy in your ads? This week’s testing corner, we look at testing ads for format – including editorial vs rich design and with a photo/video vs without. Finally, we tested the headlines. Here were our results: We know editorial ads work [...]
Copy Tip: The Power of Authority
The feel of your copy, the tone, the energy – must come across as authoritative. Authoritative copy means words that include specific information, details, figures and facts that will resonate. Don’t just write that your product of service is unique. Tell the reader why and use concrete examples. Your reader [...]
USP: The 3-Letter Secret to Greater, More Profitable Results [4 Steps to Success]
What makes the difference between success or failure in your direct response marketing? It’s what Rosser Reeves, in his book Reality in Advertising, called the Unique Selling Proposition (or USP). But what is a USP? Quite simply, it’s the factor that sets your product or service apart from all the [...]
Marketing Survival Guide: 9 Little-Known Steps for Preparing for a Disaster
Most marketers aren’t prepared for a disaster. The result: wasted money… and worse. You see, over the last 40 years, I’ve seen earthquakes, fires, floods, tornadoes, snowstorms, horrific events such as a spaceship blowing up, pandemic fear, a stock market crash, and terrorism distract prospects’ attention from lead generation and [...]
Recession Marketing Strategy: How TheStreet.com Turned its Marketing and Product Launches Around Despite Recession and Market Volatility
When I got the call from TheStreet.com, they were not sure what to do. Sales were going down. Competition was increasing. [...]
Testing Corner: Which Ad Worked Best — With Or Without A Photo/Video?
Should you use a video, a photo, or straight copy in your ads? This week’s testing corner, we look at [...]
Copy Tip: The Power of Authority
The feel of your copy, the tone, the energy – must come across as authoritative. Authoritative copy means words that [...]
USP: The 3-Letter Secret to Greater, More Profitable Results [4 Steps to Success]
What makes the difference between success or failure in your direct response marketing? It’s what Rosser Reeves, in his book [...]
Marketing Survival Guide: 9 Little-Known Steps for Preparing for a Disaster
Most marketers aren’t prepared for a disaster. The result: wasted money… and worse. You see, over the last 40 years, [...]