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What Are You Offering?
Roy Williams - May 15, 2008Businesses don’t fail due to reaching the wrong people. Businesses fail when they say the wrong things. And they say the wrong things when they believe what the public tells them. Conduct a survey. Ask the public to describe in detail the kind of place they’d like to shop. Then More
Are You Designing for Usability or Sales?—Part 2
Bryan Eisenberg - May 13, 2008Did last week’s column on designing for sales leave you with enough empathy to recognize that your own website has several types of visitors, each with her own set of motivations, perspectives, and understanding of what you offer? Now, let’s discuss how this is accomplished with scenario design. Forrester reports: More
A Land Beyond Usability
Bryan Eisenberg - May 06, 2008“Usability.” It’s the big buzzword these days. And if you ask me, it’s about time. Isn’t it amazing how many sites hang out a shingle that says, “I don’t care if you can’t use it, it’s cool.” If you plan to succeed, usability is something you can no longer ignore. More
How Often Should I Change My Ads?
Roy Williams - Apr 17, 2008About 15 years ago, I concluded that a medium-impact broadcast ad should be replaced only after the typical listener has heard it at least 12 times, and a low-impact ad should be replaced after achieving a frequency of 20. I arrived at these conclusions by carefully monitoring the results of More
dave:
I get the whole “we’re all tuning out advertising as fast the advertisers and... Read Entire Comment
Nettie Hartsock:
Bryan, I really think you’ve hit the “sales nail” on the head... Read Entire Comment
Rebecca Leet:
This is very true, Roy, not just with ad messages but with any message designed to... Read Entire Comment
kimberley:
Thank you. I am also a one-man band, at this point, and I can always use as much... Read Entire Comment
Donna Zelzer:
What an intriguing concept! What would be some other metaphors to use for business?... Read Entire Comment
Michael Wagner:
Great point. I suspect this is one of the fallacies that led to the demise of... Read Entire Comment
Michael Levy:
Is God in the Details? If you are using your brain (left or right) to try and locate... Read Entire Comment
To Buy — Or To Go Bye-Bye
Posted 10 days agoBryan Eisenberg makes a good point in his article, A Land Beyond Usability: A smooth road to nowhere still gets you nowhere. And no matter how many obstacles you remove ... [Link]
The Point of No Return . . .
Posted 4 weeks agoIt happens—a new song catches your fancy, and you can’t get enough of it. You keep dropping quarters in a jukebox or hitting the repeat button on your CD player. ... [Link]
Do They “Get It?”
Posted 5 weeks agoSometimes, do you intuitively know the people you’re communicating with just don’t understand? Do you: Feel frustrated when someone just doesn’t “get it?” Find yourself repeating or reminding about what ... [Link]
Persuasion’s Three Questions
Posted 6 weeks agoRemember these three questions What action needs to be taken? Who needs to take that action? How do we persuade that person to take the action we desire? If you ... [Link]
Kill Those Clichés! (No Fooling!)
Posted 6 weeks agoI was on a phone conference the other day, and it was all I could do to stay conscious. Here are some free samples from that stimulating conversation: “This can ... [Link]
Who Doesn’t Eat?
Posted 8 weeks agoReaching “the right people” makes sense, on the surface. If you sell maternity clothes, for instance, you don’t want to spend much money exposing your ads to long-haul truckers. It ... [Link]
Finding Gold in Someone Else’s Sneakers
Posted 10 weeks agoYou can find gold in someone else’s sneakers. In his article, Your Seat in the Stadium of Life, Roy H. Williams proposes a technique that any of us can use ... [Link]
Do You Resonate?
Posted 12 weeks agoThis week, Roy H. Williams addresses the age-old question, “When will my ads start working?” in his article, appropriately titled, When Will My Ads Start Working? According to Roy, there ... [Link]
Values vs. Facts
Posted 4 months agoIn my experience, it is the lazy or uncreative marketer that leans on value-based messages. “Big selection,” “High Quality”, “Low Prices”, “Easy Credit” are all based in fuzzy and subjective ... [Link]
Websites Ain’t Rocket Science
Posted 5 months ago70% of all websites fail. Ouch! How do you avoid being a part of the 70% family of failures? In a word—–plan. Every information marketer advises his readers to create ... [Link]
Bestseller Ideas
In this week’s interview, Dean Rotbart and Michael Drew discuss the likelihood of a book idea becoming a publishing success. In their discussion, they reveal how to identify whether your idea is bestseller material. Do you really have a sure-fire idea for a bestseller? Hear what they have to say . . . .
The Lessons of Harry Potter: A Beneath the Cover Podcast
Michael R. Drew discusses what all authors - even those writing non-fiction - can learn from the phenomenal success of the Harry Potter Series. More
