Messaging Technique

Who’s thumb do we trust as a rule of thumb?

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When you’re right you’re right. When you’re wrong, you might be right. Trust a rule of thumb and you’re more likely wrong. The fact is, there’s only one measure that matters and it has nothing to do with thumbs at all.

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Paid vs. earned: secrets of better advertising ROI

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Social media solutions are peddled the same way as quick weight loss programs. And, we buy into both for the same reason: we want to believe there’s a quick, instant, easy way to get a better return on our advertising investment. Sure you can. Just like you can get buff without pesky workouts and responsible eating. As one who’s been (and still going) through the fitness mill, I find it particularly satisfying to see a universal truth of the gym proven in advertising: you gotta workout to work it off. Continue reading.

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How effective are your ads at chasing off customers?

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Good advertising chases off customers. How much do you care if penny-pinching, nit-picking, deal-shoppers are offended by your message? Inflict them on your competitors. Your core customers, the ones who stick with you, will love you sending the weasels packing.

“This is Alabama. We speak English,” says the tv ad for gubernatorial candidate Tim James. “If you want to live here, learn it.”

Predictable shock waves rolled across the national consciousness when his ad first ran. How dare he say that? How narrow-minded. How exclusionary! How brilliant.

Continue reading and learn why –>

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What customer experience does your brand deliver?

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The marketing of your company shifts into high gear when customers walk in. Advertising attracts, but whether your branding wins or loses is measured by a customer’s tangible experience.

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Why better stripes build better branding

Customer experience expert, Mike Dandridge

Branding seems like a battle of a million details. Actually, Mike Dandridge, author of The One Year Business Turnaround, says it’s really about 100. Every one of them is in his Customer Experience Factor process.

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