“I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.”

- David Ogilvy

Since getting my first email address 20 years ago, I’ve subscribed to hundreds of email newsletters across all kinds of niche of niche topics.

Of all of these, there has been only one that I read daily and stay subscribed to: Seth Godin.

In considering about why I’ve stuck with him compared to countless others I boil it down to these things …

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With the exponential increase of social media platforms – Facebook, YouTube, Instagram, Pinterest, LinkedIn, Snapchat, Vine, Tumblr, even good ol’ email – the question often arises: which platform should we be on?

The answer lies not in the platform, but your people.

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The traditional Industrial Economy sales funnel/buying cycle has a number of tiers with the goal of marketing to progress through each tier of the funnel:

Unaware – People who do not know your product/service exists
Awareness – People who are aware your product/service exists
Interest – People who are interested in your product/service
Consideration – People who are investigating/researching who is the best product/service fit for them
Decision …

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On Thursday, possibly half the planet’s facebook feed was swamped with fans sharing this trailer of the most anticipated movie of the year.

While we can’t all expect our work to have Star Wars level virality, we can learn from one key signature that this trailer shares with the body of work of the man behind the camera, JJ Abrams.
JJ Abram’s signature flies in the face of current digital marketing efficiency …

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“Today a phone is the new applause”

- Katy Perry on fans at her concerts

A microphone has limited reach.

Usually confined to a room of people who know you or know of you and have chosen to listen. They want to hear what you are saying – loudly and clearly.

A megaphone can expand far beyond a room.

It can reach everyone, people don’t need to know …

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