Tag Archives for " marketing consultants "

too many marketing opportunities

Sorting through the endless “marketing opportunities.”

The marketing landscape isn’t really a landscape anymore. It’s more like a fast moving landslide, snapping trees and engulfing unsuspecting business owners up to their ears in muck.

HATS1Most clients I know don’t stand a chance. They are wearing so many different hats, they can’t begin to sort out all the “marketing opportunities,” much less make sound strategic decisions regarding each one. Quite frankly, it’s silly to even try. This is one area where delegation and outsourcing are the only paths to sanity.

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2

Making websites work — on many levels.

It’s been very interesting to witness the progression of web design over the last 20 years. Trends come and go at a fashion-runway pace. Technology changes even faster than that. The graphic style is continually evolving, but there’s not a lot that I would really call strategic web design.

Regardless of the latest trends or technological bells and whistles, there are some timeless facts about strategic web design that will always apply. First and foremost: The most effective websites are multi-dimensional. That is, they communicate on many different levels…

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2 ipod branding on the brand insight blog

Zero-in on Branding success.

I love this saying: “The main thing is to keep the main thing the main thing.” I think Steven Covey coined that one.

the main thing for a top 100 branding blogWhen you boil it all down, that’s the essence of branding success: Zero-in on one thing you can honestly, passionately, expertly hang your hat on, and stick with it. Then when it comes to marketing communications, come up with one idea to convey the main thing, and just pound that home in every way, shape and form you can afford. One idea, multiple executions.

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2 Paralysis by analysis – How fear and data can kill great marketing.

In golf, over analysis never produces good results. If you’re thinking too much — plotting the shot, rethinking the shot, regripping the club and worrying about the position of the left pinky at the moment of impact — you’re going to fail.

Businessman ThinkingSame thing happens in many marketing departments and small businesses. People get stuck in a rut of overanalysis. They think things to death and worry about all the wrong details. When they finally pull the trigger on something, it flops. Which, of course, makes it even harder to pull the trigger the next time.

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5 Who reads copy these days? The hungry ones.

I’m really tired of people telling me no one reads anything anymore.

For instance, a client recently said he didn’t want professionally-written web copy because, “no one reads it anyway.” He insisted that “People go to a site looking for something very specific. They don’t want to read, they just want to find what they’re looking for and move on.”

Begs the question… what ARE they looking for?

If a user has found your site, and has gone to the trouble of clicking in, they’re obviously looking for something they think you have… Information or insight of some kind. They’re following a crumb of promise, and you darn well better feed them something tasty.

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