Tag Archives: Tactics

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

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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

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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

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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

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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

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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

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Change your Words. Change your World.

This is not a post about what headlines work better than others, or what power words you need to use, or how many syllables in the subject line of an email creates more interest. Rather this post has to do … Continue reading

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