Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs and the drivers that might lead them to positive action relative to your product or service is never a good idea.
On the other hand, many companies - particularly small companies – don’t have the time or resources to invest in expensive research activities.
It’s a conundrum – but one that can be addressed (more…)
I was having lunch with a friend lately when the topic of email – and difficulty in getting that email to its intended destination – came up. She was surprised to learn that some of the items that might be going to her “junk mail” or “spam” folder might actually be (more…)
Years ago I was fortunate to be able to work with one of the true gurus in the field of direct marketing copywriting – Herschell Gordon Lewis. A marketing genius, a horror-film writer! (he’s actually known for creating the “splatter film” sub-genre of horror, according to Wikipedia) (more…)
Last weekend I was at a craft show – an annual outing where I sell beaded jewelry that I design and “dabble at” throughout the year. Unlike previous shows, this year I sold hardly any ear rings, usually a high demand item both because of their uniqueness and low price I think (I have to be honest with myself!). This year I sold (more…)
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