#2 on my list of 10 ideas to simplify your marketing is “Don’t use big words when small words will do.” In the three minute video below, direct marketing copywriting guru Herschell Gordon Lewis attacks an undecipherable email, then shares how Mary Had a Little Lamb would have turned out had the email author written [...]
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Beware of “no brainer” marketing tactics
We all know it now: Digital marketing kicks butt. Organizations big and small should be investing in paid search, SEO and email marketing. In some categories the ROI makes putting most (if not all) of your marketing budget into digital marketing a no-brainer. Or is it? Care to guess how many people have never sent [...]
The Republican Party’s depressing new slogan
It doesn’t matter whether you are Republican, Democrat, Independent, Libertarian or Green Party member—this is rich. The House Republicans have a new fall agenda and a new slogan: The Change You Deserve Their thinking: This agenda is a reflection of House Republicans’ commitment to providing American families with the change they deserve: common-sense solutions to [...]
Is that your logo or are you just excited to see me?
A perfect topic to wrap up the week. The UK Office of Government Commerce recently wrapped up a re-branding effort. Here’s the result: Okay, so it looks a little like the logo from the OC, but take a hard look at it rotated 90 degrees: Um. Maybe I shouldn’t have said “hard” look. A company [...]
Congrats on 25 years of usability leadership, Jakob Nielsen
Having a website that’s difficult to use is downright irresponsible. The first time I ever gave it a thought, I did a Yahoo! search (Google didn’t exist) and happened upon UseIt.com by Jakob Nielsen. It really opened my eyes to web usability, and since 1995, I’ve read just about everything Nielsen has published on the [...]
Before you open a retail business, read this
I was hungry by about 11:30 yesterday morning so I set out to find something quick and relatively fresh. As I pulled into the parking lot of my local psuedo-strip mall, the first place I noticed was Qdoba. I was on autopilot and didn’t give it a second thought. Qdoba is not as good as [...]
The Patto Approach: The cure for paralysis by analysis
A few years ago, Outsource Marketing fell into a little rut. We suffered from classic paralysis by analysis as we fussed over everything from positioning to ad copy to font treatment to the air around the logo. We bickered over the types of research we were doing and if we included all the questions we [...]
Your agency is not your brand
Does your website have a link on the bottom giving credit to the web developer? Do your email blasts include a big logo with a link taking your readers to your email marketing company’s promotional page? Why? You’ve paid good money to have your website designed, then your web developer uses it to promote their [...]
Time to get off Information Island
You’re a marketer, which means you’ve got information, lots of information: You are managing data and communications in customer, prospect, channel partner and newsletter lists, social networking contacts, financial data, and plenty more from partners and vendors. For many business people, all this data is living on what my partner, Eric Anderson, calls Information Islands. [...]
What your marketing counsel should tell you—but won’t
I just re-read this article I wrote for Media, Inc. a few years ago thinking it needed an update. Oddly, it felt more relevant than ever. Take a gander, then share your thoughts by commenting below.
Is marketing outsourcing Responsible Marketing?
It’s a fair question. To answer that, first you need a little better understanding of what marketing outsourcing is. To help explain the concept, I wrote Demystifying marketing outsourcing. It’s a quick read that describes marketing outsourcing categorically, not my company. Of course, since we are marketing outsourcing pioneers and I’m closer to this than [...]
On first impressions and sweating the small stuff
On the surface, Fresh & Easy Neighborhood Market looks like the type of company I’d enjoy profiling on The Responsible Marketing blog. They are saying all the right things: they believe in making fresh and high quality food affordable in every neighborhood, they are active in their communities, they treat their people well. So it [...]
Why you should evaluate all your contact points
So my family is returning from our vacation in Whistler last week and my four-year-old has to “really go.” We’re in traffic, and we’re not sure when we’ll get to the next gas station. Parents, are you tensing up a bit? Finally, there’s one on the corner. What a relief. Or not. We pull in, [...]
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Shel Horowitz: Nice article, Stephanie....
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guest1: I don't even own a company or have my own busines...
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Ron Rael: What a great marketing and branding technique for ...
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Polly: Thankk you sooo soo much for sharing, I just got...