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Marketing Rants

FutureNow Post
Tuesday, Mar. 10, 2009 at 7:51 am

Are Two Products More Credible Than One?

March 10th, 2009

After my initial post on blog-ified and geographically falsified landing pages, I ran into a few more such pages and they all shared the “2-product combo with a free trial of each” strategy.

So it’s only fair to ask: can you get sophisticated and wary audiences to buy pseudo-snake oil simply by switching from extolling the virtues of a single miracle product to praising the miraculous combination of two semi-wondrous products?  As in this teeth whitening example:

Well, yes, actually.  …

...continue to read "Are Two Products More Credible Than One?"

FutureNow Post
Thursday, Mar. 5, 2009 at 10:04 am

Sully Sullenberg’s Secret to Online Success

March 5th, 2009

“The bad news is time flies. The good news is you’re the pilot.” ~ Michael Altshuler

In January, I was sitting with Jack Love publisher of Internet Retailer as he was being interviewed on WebMasterRadio. Jack told my friend Jim Hedger that it didn’t take much to look good over the last 6 or 7 years in the ecommerce space while industry growth was 25% or greater year after year. A rising tide lifted all boats. Most people could just be…

...continue to read "Sully Sullenberg’s Secret to Online Success"

FutureNow Post
Thursday, Jan. 22, 2009 at 10:35 am

When the little things matter most

January 22nd, 2009

Transparency. Speed. “We” are smarter than “Me”. Interconnectivity.

These are just a few of the staples of the digital world in which we now live, and each present opportunities for success, or potholes that must be navigated around as business owners & brands interact with their audience, prospects and customers.

Consider three brand interactions I had yesterday, and observe the different ways I shared my experience with others (prior to this very public broadcast of all three!)

The good, the bad and the…

...continue to read "When the little things matter most"

FutureNow Post
Monday, Nov. 17, 2008 at 2:38 pm

Sword Arms vs. (Semi) Scientific Advertising

November 17th, 2008

While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business.  And yet MacManus was, in some ways, a more successful ad man, having:

Established his own (very successful) ad agency Launched the Dodge and Chrysler brands Hired and mentored Leo Burnett, creator of the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and many other advertising icons that made his clients rich Turned positioning…

...continue to read "Sword Arms vs. (Semi) Scientific Advertising"

FutureNow Post
Thursday, Nov. 13, 2008 at 5:43 pm

Sell Me Something, Not Some Thing

November 13th, 2008

During recent casual browsing, I noticed the following magicJack ad (on the left):

Now can anyone tell what the heck the product is? (I happen to know, since I also remember a late night commercial that explains it.)*

Put yourself in the place of the site visitor who is seeing this for the first time. I mean, thanks for the Freebie and all, and congrats that PC Magazine seems to like it … but what is it?

A product? Perhaps magicJack is a…

...continue to read "Sell Me Something, Not Some Thing"

FutureNow Article
Friday, Oct. 24, 2008

Microsoft’s Ad Vs. Apple’s Three Move Set

October 24th, 2008

First, if you haven’t seen it yet, watch Microsoft’s response to Apple’s infamous “I’m a Mac” campaign.

YouTube Preview Image

Here’s the question: what do you want to bet that Apple has been just waiting – even itching – for Microsoft to release that kind of response to their “I’m a Mac” campaign?

Why do I ask that?  Because I’d bet anything that Mac’s marketing was smart enough to engage in what Mike Smock has termed The Three Move Set.  You see, when…

...continue to read "Microsoft’s Ad Vs. Apple’s Three Move Set"

FutureNow Post
Monday, Oct. 22, 2007 at 12:29 pm

Girls Give Advertisers “The Flip”

October 22nd, 2007

3iying in AdAgeHeidi Dangelmaier has a problem.

Heidi runs 3iying, a marketing company that specializes in reaching girls age 15-25. I met with Heidi in her NYC offices last summer to talk about an exciting new idea she was working on. When Heidi speaks with agencies and companies targeting this group, she tells them about the less than stellar job current advertisers are doing trying to speak to girls. The problem is, these companies and agencies haven’t believed her.

So Heidi took it straight…

...continue to read "Girls Give Advertisers “The Flip”"

FutureNow Post
Thursday, Sep. 27, 2007 at 2:06 pm

Fight for Kisses

September 27th, 2007

A geek buddy passed along a link to an interesting video clip today, commenting on how it was “such good marketing”. Now, anytime I hear a techie say this, I’m pretty much assured it’ll be *bad* marketing — or no marketing at all, just a good advertisement. (Hell, that’s a whole other post.)

Anyway, human nature being what it is, I perked right up; everyone likes to gawk at a car wreck.

I don’t want to say much specifically until you’ve had…

...continue to read "Fight for Kisses"

FutureNow Post
Monday, Aug. 27, 2007 at 1:26 pm

Hey, Web Guru, Your Advice is Toxic! (Avoid if Easily Offended)

August 27th, 2007

Don't drink the Kool-AidIf you’re responsible for planning, measuring or optimizing online marketing, you’re already too busy to breathe. Nevertheless, you have to keep up with all the latest and greatest developments.

That is why you look to the blogosphere and the collection of publications that publish advice from “experts”.

Like you, I keep current with a lot of what industry experts have to say. Some of it’s excellent, some is good, some of it’s neutral, but a dangerous yet substantial portion of it is…

...continue to read "Hey, Web Guru, Your Advice is Toxic! (Avoid if Easily Offended)"

FutureNow Post
Thursday, Aug. 16, 2007 at 9:30 am

BusinessWeek: Are Big Ad Agencies Clueless?

August 16th, 2007

BusinessWeek‘s Bruce Nussbaum asks: “Are Big Ad Agencies So Clueless That Corporations Should Avoid Them?

It’s not this bad, is it?

(Video may not be work-safe… If you work in an ad agency.)

...continue to read "BusinessWeek: Are Big Ad Agencies Clueless?"

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