A quick rule of thumb for technology in ads:
This trend makes perfect sense through the lens of Raymond Lowey's "Most Advanced Yet Acceptable" (MAYA) principle, that the Atlantic Magazine writer Derek Thompson summarized beautifully in his article about what makes things cool, "[Lowey] said to sell something surprising, make it familiar; and to sell something familiar, make it surprising."
When someone holds a strongly-held belief, presenting new facts or information and thinking they will change right away is a fools errand. In the majority of cases, they won’t. So, I take solace in planting seeds.
“In most cases, our direct mail piece is worthless. But in the hands of someone who just found out they need new windows? It’s priceless.” An owner of a window company made this statement when one of my colleagues asked him how he thought direct mail was working for him. Obviously, we’d need a lot... Continue Reading →
Return phone calls/emails Be helpful (answer the question behind the question) I realize that this seems so elementary, but there's still a great number of small businesses that don't heed to this advice and they are losing sales because of it. Recently, I've been in a position to hire a wide variety of service providers... Continue Reading →
"Of course cause marketing is a good thing," I thought to myself. But, the counterargument, "The adoption of social responsibility through cause-related marketing as a business strategy is unethical" by Peggy Kreshel changed my perspective.
We've all faced tough situations where we weren't quite sure what to do or we're struggling to see the other side of the argument. When this happens, one effective technique is to change the details or change the scenario to try to gain a new perspective.
They weren’t really asking when the semester started; they were asking what they needed to do to be ready to start school then.
Do we disagree on the problem? Or the solution to the problem? It's easy to confuse the two. And, during contentious discussions, it's easy to transition to thinking the disagreement is the problem, when it's actually the solution.