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How to Steal Your Competitor’s Customers. Part 2 of 3
Tomato Juice ad Is this a good ad? Does it make you want to buy a can of John’s Tomato Juice? A good ad would. A good ad would catch the attention of someone who wanted tomato juice, and offer...
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How Does One Educate a Customer? Part 1 of 3
A Daily Newspaper “Everyone needs our product,” said Bob. “All we need to do is to tell them about it.” Bob’s enthusiasm is contagious. He’s convinced that America’s tap water isn’t safe to drink...
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Zen and the Art of Persuasion. Part 3 of 3
Dice Spelling R-I-S-K There’s a gas station at one of the Interstate 20 off ramps in Columbia, South Carolina that is rumored to have the lowest prices in town. If they don’t have the lowest prices,...
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Should an Upwardly Mobile Zebra Shed Its Stripes?
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There Is No Word-of-Mouth "Marketing."
Pay close attention to Stephanie’s story: “Roger’s feet get cold easily, so I bought him a pair of sheepskin slippers. He loved them, but it wasn’t long before the wool lining started wearing off. So I...
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The Biggest Waste in Advertising (a Case Study)
Shoppers Flow Downstream Just as a river flows downhill from higher terrain, shoppers always flow from the smaller community to the larger. Advertising in the bigger community to draw customers to your...
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Will Advertising Sell What People Don’t Want?
While browsing the web, I came across an article titled, “Why is My Restaurant Not Full Every Monday Night?” (Google search if you’re all that curious. The article doesn’t answer the question, which is...
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Hope is Not a Strategy for Greater Return on Advertising Investment.
A couple of decades ago I introduced a friend who sold pianos to the manager of a local radio station. The manager suggested that the piano salesman consider radio advertising sales. The salesman...
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Beer And Headaches And That Awful Cramping
Chuck Blore once told of a study he did for CBS. Beer drinkers were surveyed as they entered his testing facility. They each proclaimed a preference, as well as an explanation of why they they had...
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The Second Biggest Mistake in Customer Acquisition – (the Strawberry Jam Theory)
It Wasn’t Really a Question What my new acquaintance actually said was, “I know it takes money to make money, but promoting my business doesn’t feel like investing, and I can’t afford too many more bad...
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