Tag: marketing

Advertising Must Change Behavior, Not Just Attitudes (Part 5 of 19)
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We’ve been talking about Lester Wunderman’s “19 Things All Successful Direct Marketers Know.” And I am amazed that despite his success more people do not put his name in the same realm as Ogilvy.

Wunderman was responsible for many firsts in our industry and his book Being Direct is worth a read by every serious copywriter, marketing director and business owner.

One of the things Wunderman said was that “Advertising Must Change Behavior, Not Just Attitudes.”

He went on to elaborate it like this:

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“The Consumer, Not the Product, Must Be the Hero” (Part 2 of 19)
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“The Consumer, Not the Product, Must Be the Hero”… Those are the words that from the second of “19 things All Successful Direct Marketing Companies Know” But what else did Lester Wunderman have to say on the topic? Let’s take a look-see, shall we? “The product must create value for each of its consumers. It…

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What Every Business and Service Provider Needs To Understand
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There is one universal fact in business. It doesn’t matter if you provide a service or a product or even if you run a non-profit. Everyone, needs money to operate… Therefore, someone must pay the business for said product or service, or support the non-profit. I know, nothing new there about business or marketing. But…

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How To Crush Your Business Before It Has a Chance to Start
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So, I was reading one of the many magazines that come through the McCool household this morning and I had to put it down and write to you.

I get a magazine from Compass Bank called BusinessAsset. There are always good articles about small busnesses and some nice tips. Overall, it’s a great little publication.

But, there is an article in there this month that got under my skin a little… maybe I’m over reacting, so I’ll let you be the judge.

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Keeping Your Message Relevant to Your Market
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OK, I just had to find a way to get this video onto my blog because it’s so dang funny. So watch this and then we’ll talk about it… First, I hope you laughed. Second, as funny as this is it makes a great point… are you keeping in touch with what your best customers…

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These Guys Know Marketing…
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Just read an article about “better burgers”. It’s about all the new higher end burger chains that are popping up around the country. The biggest success story being Five Guys Burger and Fries… one of my personal favorites that I’ve been eating at since in the military in D.C. back in the early 90′s. But…

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Un-Marketing: The lazy things we all do to kill our marketing efforts…
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My wife was looking at an advertisement last night in one of those “Pizza Fliers”. You know, the ones that come every Wednesday with ads from every pizza and automotive repair place in your part of town.Well…

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Happy “Respect for Chickens Day”… plus how in the world I knew that…
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Ever looking for a topic or tie-in for your marketing? Maybe a new lead for an article idea or blog post? (kinda like this one) Well have no fear… I’ve got you covered. I’m about to let you in on a little idea goldmine. From now on, you’ll never need a fake sale again. You’ll…

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Headline Ideas Can Come From Anywhere…
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I was doing a little reading today in Investors Business Daily and came across a great article about Donald Wetzel… the man that invented the ATM. The article was great. But what really jumped out at me was a headline buried deep in the article. You see, when Wetzel finally sold the first ATM to…

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