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Category Archives: Sales & Marketing
The “My Customers Aren’t Asking for It” Trap
Here’s something that I hear from business and marketing executives and, each time, I shake my head in disbelieve. Those words are “My customers aren’t asking for it.” Six words that are one of biggest marketing traps and why some … Continue reading →
Posted in Creativity, Marketing, New Business, Research, Sales & Marketing, Strategic Planning, Strategy, Uncategorized
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Tagged Creativity, LA ads, Marketing, Marketing Plan, Messages, Research, Response, Rolf Gutknecht, Sales & Marketing, Strategy, Tactics, Value proposition
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Self-Interest Is A Good Thing…When It’s Your Audience’s
When you write a Facebook post, what are you thinking about at that moment? Are you thinking, “I want my readers to know this!”? Are you thinking, “We need to increase our call volume!”? Or possibly, “We need more Facebook … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, Media, Research, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, branding, Creativity, Dan Katz, LA ads, Marketing, Messages, Research, Response, Rolf Gutknecht, Sales & Marketing, Strategy, Value proposition
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Marketing Lessons learned from “The Voice”
Over the years, there’s one TV show that I make a point of watching and it’s “The Voice.” It has nothing to do with me fashioning myself as a singer and secretly wishing I was up there performing. In fact, … Continue reading →
Posted in Advertising, Branding, Creativity, Direct Response, Marketing, Media, Online Marketing, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, Bill Bernbach, branding, Creativity, LA ads, Marketing, Marketing Plan, Messages, Response, ROI, Rolf Gutknecht, Sales & Marketing, sizzle, Social Media, Strategy, The Voice, Value proposition
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The Riskiest Choice: Playing it Safe
If you’ve ever watched a sporting event, you or someone else with you probably have said “they’re not trying to win…they’re just trying not to lose.” For me, there’s almost nothing more frustrating than seeing this approach take place, especially … Continue reading →
Ticking off the Competition
One of the most challenging efforts in marketing is having any sense of whether or not a new campaign will work before it’s launched. Even with the most scientific eye-movement copy-testing, focus group testing, or man-on-the-street intercepts, you never really … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, New Business, Online Marketing, Production, Research, Sales & Marketing, Social Media, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, branding, commercials, Competition, Creativity, LA ads, Marketing, Marketing Plan, Media, Messages, Research, Response, Rolf Gutknecht, Sales & Marketing, Strategy, Tactics, Value proposition
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Put away the chisel and you’ll get a masterpiece
Like so many of us living in drought-ridden Southern California, my wife and I are looking to modify our home landscaping to soak up less water. Some of my neighbors have simply ripped out their entire lawns and replaced them with … Continue reading →
Posted in Advertising, Marketing, Production, Sales & Marketing, Uncategorized
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Tagged ad agencies, Advertising, Budgeting, Creativity, Dan Katz, LA ads, Marketing, Rolf Gutknecht, Sales & Marketing
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When “Better” is not Better
This past week I had a phone conversation with a new business prospect and during our talk he kept saying “we’re just better than our competition.” After saying this about the 3rd or 4th time, I asked him what he … Continue reading →
Posted in Advertising, Creativity, Direct Response, Marketing, New Business, Online Marketing, Research, Sales & Marketing, Social Media, Strategy, Uncategorized
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Tagged Advertising, branding, Creativity, LA ads, Marketing, Marketing Plan, Messages, Response, Rolf Gutknecht, Sales & Marketing, Storytelling, Strategy, Tactics, USP, Value proposition
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You’re acting like a child. Good for you!
At the beginning of my career, I was fortunate enough to have taken a class at UCLA taught by two great names in Los Angeles advertising, Jean Craig and Jack Foster. Some of the most innovative, freshest advertising in the … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, Production, Sales & Marketing, Uncategorized
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Tagged Advertising, branding, Creative Process, Creativity, Dan Katz, LA ads, Marketing, Messages, Rolf Gutknecht, Sales & Marketing, Social Media, Strategy, Tactics
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Super Bowl Advertising with Socks Appeal
First, a cork-popping congratulations to the Broncos, and condolences to all the Panthers fans. Now comes the Monday-morning quarterbacking and all the after-game analyses, almost as much fun as following this year’s election season! But personally, I think the big … Continue reading →
Posted in Advertising, Branding, Creativity, Marketing, Media, Sales & Marketing, Strategic Planning, Strategy, Uncategorized
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Tagged Advertising, Christopher Walken, commercials, Creativity, Kia Optima, LA ads, Messages, Rolf Gutknecht, Sales & Marketing, Strategy, Super Bowl, Super Bowl commercials, USP, Value proposition
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What’s your company’s Achilles Heel?
Here’s an interesting question that you don’t ask yourself every day: If you left your present organization and went to work for a competitor, knowing what you know about your present firm, what would you then do from a marketing … Continue reading →
Posted in Marketing, New Business, Research, Sales & Marketing, Strategic Planning, Strategy, Uncategorized
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Tagged branding, LA ads, Marketing, Marketing Plan, Messages, Research, Rolf Gutknecht, Sales & Marketing, Strategy, Tactics
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