Long before blog was a word I set this site up in Magazine style. During the past few years it has evolved into a Reference Guide to Advertising. This is the Table of Contents. Enjoy.
Features
Learn to write a clear
Brand Promise, set
Budgets & Deadlines,
and get ready to
Increase Sales
200% to 2000%.
Learn how your
Creative & Media can
attract Today's Impulse
Shoppers and build
Brand Awareness
among Tomorrow's.
Learn to simplify
your Web Site:
Grease the Path
from Home Page to
Shopping Cart
to Check Out.
STRATEGY "Logical Analysis Leading to a Leap of Faith."
Learn how the answers to Seven Simple Questions lead to a compelling
Brand Promise.
THE PRINT SHOW - 30 Print campaigns and the stories behind them. Half a dozen different art directors.
THE TV SHOW is packed with a massive Reel and several one-offs.
THE RADIO SHOW Good radio advertising can build brand image, phone response, web
hits and store traffic simultaneously. You may have to break a few "rules,"
though.
RESULTS -
Ten Case Histories show how I use logic and creative thinking
to
turn around any brand. In any category. Even yours.
HOME PAGE
- Yours probably leads with a hundred links to elsewhere. Mine suggests why you're here. It demonstrates the level of wisdom, taste and style you should
expect from me... and I from you, perhaps?
What Can I Do For You?
ON-LINE STORYBOARDS. Remember TV scripts, storyboards, and half-hour presentations? Now all your decision-makers can review a TV concept at their leisure in a real-time private presentation. (The spec sample shown uses flash, stock photos, product shot jpegs, and CD music. Turn on your speakers.)
FIRST IMPRESSIONS
COUNT. Most websites are built by code gurus who are
rarely trained, or interested in Graphic Design.
But most visitors will first judge you
on your overall look. So, start with "GUIl" aimed at your Target
Audience. Then get the code guys to make it work. This site is an
example (except I'm the code guru). Here are two more:
CORPORATE CAMPAIGNS. Strategy: Concept: Layouts... Production. When do we call in the Designers? Yours or mine? Here's how we present a 3-Day to 24-Week Whomp to you and your crew:
TOTAL PRESENTATIONS. Market analysis, strategy, brand positioning, brand name, logos, introductory & sustaining advertising, even sales presentation ideas. (The example shown is for a luxury high-rise condo project.)
FREE IDEAS!? Your last campaign bombed. What now? Here's a good place to start: 407
895 3092.
FREE MARKETING PLANS. So many people call asking for instant advice that I thought I'd answer all your questions in writing.
RedChip.com is an Investor Relations & Independent Research firm that specializes in small-caps. I was asked to develop a national network radio campaign to attract investors to the site.
That led to a redesign of the home page. The initial test on WCBS-AM in
New York was so successful that the client decided to do his own radio in house.
Here's what can happen when reasonably intelligent people work together with an equally reasonable budget and a Drop Dead Immutable Deadline.
What Can You Do Yourself?
The
Steam Principleexplains when people buy from your competitors and how to intercept those sales. Vance Packard in twenty seconds.
The Reflection Principle explains what people actually see or hear in your ads, and why they often ignore everything else.
Ten
Immutable Laws of Human Behavior that affect your business as inexorably as does Adam Smith's Invisible Hand.
Frequently
Asked Questions. This site gets a lot of hits and I get a lot of
questions. Here are a few recent answers.
Zero Based Budgeting applies the basic principles of time and money management to the initial planning for any marketing, promotional or sales efforts.
V-Marketing. Every marketing program can be visualized in one single dynamic letter.
Problem Detection Research. People love to gripe, especially about your competition. Solve their biggest gripes and reinvigorate your brand. BBDO invented this technique and used it to position Burger King against McDonald's.
Brand Resistance Survey. In-bound TMs can actually reveal why thousands of interested prospects DO NOT call your 1-800 number. I invented this technique to reposition National Dynamics against millions of aware non-triers.
Advanced Concepts of Radio presents a dozen or so articles that can help make this media work better for you. (Details on the Index Page.)
(Originally published in 2001, this series was updated in the fall of 2006 in light of recent developments at Google, MSN and Yahoo.)
How to sell Cheese to a Mouse reveals how marketers can and will integrate their SEM, SEOPS, and PPC efforts with traditional media and overall branding efforts.
SEO Optimization. SEO optimization will soon become the driving unifying force behind all marketing efforts for small to medium-sized
companies.
Branded Landing Pages. SEOP pages that look like auto parts catalogs will begin to look more like ads. Keyword shoppers must see what they want instantly.
Key Worded Ad Copy. Short KWs will become too expensive for PPC; spiders will change protocols too fast for Seoptimists. Writers to the rescue!
Life After Google. As corporate giants buy up the best keyword positions on Google, smaller brands must find a way to wean their baby brands from a formula diet of PPC & SEOPS.
WITDOM Apothegmatic Musings
of a Restless Mind. Updated periodically.
