When creating advertising, don’t make your audience connect too many dots
Chevy’s TV commercial for the Cruze leaves me confused, until now … I got it. I finally got it. I’ve watched this TV commercial dozens of times over the past few weeks, and I couldn’t figure it out –...
View ArticleThe sounds of great advertising
Would you know great advertising if you saw it? How would you recognize it? What criteria do you use to assess the effectiveness of a TV commercial, a print ad or a direct mail piece? What in your...
View ArticleThe nuances of the Free Trial Offer
The free trial offer is one of the most common types of direct response offers. You see it everywhere – online, in print, on TV and radio. The free trial offer has been around forever. And for certain...
View ArticleHow to measure Lead Quality
You hear a lot about lead quality these days. That’s encouraging news. It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads. High response...
View Article5 reasons why clients don’t insist on direct response advertising
Direct response is a powerful marketing discipline that brings measurable results and accountability to your advertising and marketing. What’s not to like about that? So why don’t more marketers use it...
View ArticleHow many more customers will DirecTV and Rob Lowe offend?
You must have seen them by now, those DirecTV commercials featuring Rob Lowe – the good Rob Lowe and the other Rob Lowe. The concept is pretty simple. The good Rob Lowe is using DirecTV. The other...
View ArticleThe Problem with Most Taglines
Today, I spent a good 10 minutes in my car following a National Grid truck on my way home from an appointment. It was a slow, stop-and-go ride through several back roads with no way to pass. With each...
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