I'm in the middle of working with a very frustrating client who thinks that there is some way to wave a magic wand and instantly create magical "selling copy". My client hasn't voiced this in so many words - but rather it's been the underlying theme of our interactions. This client is like many small business owners. She came from a corporate background and had little … [Read more...] about Marketing Magic and “Selling” Copy
This is the story of how, despite the fact that I just wrote a post on Your Marketing Secret Weapon - Boobs and Babes, how once again I've learned that sex - or rather sexy bodies are indeed your marketing secret weapon. It began quite innocently - I was trying to come up with a "word picture" to help describe the growing phenomenon of social media on the web. Why? Well - … [Read more...] about Marketing Secret Weapon- More Proof That Sexy Bodies Sell
Beyond Niche Marketing is pleased to offer a guest post opportunity to Jodi Kaplan of KaplanCopy. The Six Biggest Marketing Mistakes (and How to Fix Them) 1. Spraying and Praying What’s spraying and praying? It’s closing your eyes, spinning around, and hoping to hit something with your marketing. Here’s a true story. Mike and David each decided to start their own … [Read more...] about The Six Biggest Marketing Mistakes (and How to Fix Them)
As a marketing consultant, I often feel like I'm in the role of "marketing therapist." When I begin to work with a new client, I'll hear of ALL the marketing strategies they've tried to implement. I'll hear how nothing has worked. They're afraid that nothing WILL work... but nothing could be further from the truth. However, every once and a while... by no means with every … [Read more...] about Can You Really Do Your Own Marketing?
Over two decades ago... back in the 1980's.... I took a position as an advertising account executive at a small advertising agency. It was my agency's job to manage my client's advertising dollars in the most effect way possible. The way we were paid for this management was via the traditional retainer + 15% of the dollars spent. We were, in the words of the Big Picture … [Read more...] about Change or Die: A Rude Wake up Call for the Traditional Advertising Agency