In the Great Advertising Debate, branding vs. direct response, I’ve always come down on the side of direct response. Every marketing message (not just ads) should have a call to action, a way of moving the reader/viewer/listener forward.
With the Internet making it very easy to remove material from its original context and share it, I [...]
Entries Tagged as 'Marketing Techniques and Philosophies'
Great Ad…Missed Opportunity to Increase Effectiveness
February 28th, 2010 · 3 Comments · Advertising, Energy & Sustainability, Marketing Techniques and Philosophies, language
Tags: branding·direct response advertising·oil extraction·oil shale tar sands·rainforest action network·royal bank of canada
A Fun Book About Marketing…A Great Strategy for Product Launch
February 4th, 2010 · 6 Comments · Entrepreneurship, Marketing Techniques and Philosophies, Networking
I read a lot of business books, and too many of them are so dry you could use them for sawdust.
Last year, I happened to meet Kevin Daum at a dinner party Sam Horn threw in Washington, DC (where neither of us live) and we connected quickly and personally. Kevin is a sales and marketing [...]
Tags: book marketing·kevin daum·product launch·Roar! Get Heard in The Sales and Marketing Jungle
If You Don’t Tell Them, How Will They Know You’re Doing the Right Thing?
February 3rd, 2010 · No Comments · Advertising, Energy & Sustainability, Marketing Techniques and Philosophies
Tonight I was reviewing the PowerPoint for the talk on Green Marketing I’m giving next week in Davos, Switzerland. And I was struck yet again by the big case study in my talk: a company that has been producing products from recycled paper for 60 years, but only bothered to tell anyone within the last [...]
Tags: environmental commitment·green marketing·recycled paper
Building Cooperative Marketing Relationships: Practicing What I Preach
January 27th, 2010 · 4 Comments · Abundance and Prosperity, Marketing Techniques and Philosophies, Networking, People Helping People, Shel's Personal Life, Web 2.0/Social Media
Cooperate with others to open new markets. It’s one of the key principles of my brand new book, Guerrilla Marketing Goes Green (co-authored with Jay Conrad Levinson), released this week by John Wiley & Sons. The book is a manual for thriving by doing the right thing, showing businesses that Green and ethical practices aren’t [...]
Tags: affiliate commissions·book launch campaigns·Guerrilla Marketing Goes Green·marketing partnerships
Shills and Specials: Running the Gauntlet on Ocean Drive
January 18th, 2010 · 1 Comment · Advertising, Marketing Techniques and Philosophies, Shel's Personal Life
Visiting my father in Florida, we treated him and his ladyfriend to lunch on fashionable Ocean Drive in Miami Beach’s South Beach deco district. Lots of lessons here on how to deal with a saturated market.
First of all, almost every restaurant (and they are numerous), not only on Ocean Drive but on several of the [...]
Tags: competition·deco district·marketing techniques·miami beach·shills·south beach
How Many Contacts Do You Need to Make a Sale?
December 20th, 2009 · 7 Comments · Marketing Techniques and Philosophies
In a cutely titled post called “Six Degrees of Customer Separation,” my cyberfriend Sean D’Souza opined that it’s going to take six contacts before his prospects become customers. And that he actually doesn’t expect (or even particularly desire) a sale right away. Other experts use Jeffrey Lant’s “Rule of Seven” contacts.
I take a heretical [...]
Tags: number of marketing impressions·online behavior·Sean D'Souza
This is What Gives Marketing a Bad Name
December 16th, 2009 · 5 Comments · Marketing Techniques and Philosophies
This is an approximate verbatim transcript of the phone call I just ended.
Me: “Hello, this is Shel, how may I make your day special?”
Her: “I’m from and I wanted to let you know that our sales manager will be in your area on Thursday and would like to make an appointment.”
Me: What does [...]
Earth to Marketers: Don’t Act Like We’re Stupid!
October 20th, 2009 · 2 Comments · Advertising, Business Ethics, Marketing Techniques and Philosophies
Respect your prospect’s intelligence! It’s one of the points I make repeatedly in Principled Profit: Marketing That Puts People First–and with good reason. To succeed in business, you need long-term relationships. And you don’t get them by insulting people.
I could list bad-practice examples from now until the end of time. Every once in a while, [...]
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