Say less and sell more

Use curiosity and intrigue to make your customers salivate at the thought of your offer - that's why it's often more effective to say less and sell more. We've all been in the situation where somebody drops a little hint, and then refuses to say more.  It drives you...

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5 reasons why B2B advertising isn’t working

We highlight the 5 main reasons businesses don't get the value they need from B2B advertising and how we might get around them. B2B advertising is essentially no different from B2C - it's all about people. People make and sell products and services to other people....

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Is creativity in TV ads getting more patchy?

TV was once where some of the best creative ads were found. No wonder advertising creatives alway chased the opportunities to work in TV. Today, I find it saddening that much of the broadcast output is mediocre, if not downright bad. It got me questioning why that...

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Why promotional tactics can sometimes beat strategy

Strategy has long been recognised as the foundation of sound marketing. Here's how tactics can also play a vital part. What we're talking about are 'promotions' or 'sales promotion' - and one of the things that characterises promotions is that they are usually...

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Why awareness is critical to brand communications

Here's how to build and raise your brand awareness - if customers are not aware of you, you're not even in the game. But the higher the awareness the better chances of success. There are three measures of brand health - Awareness, Attitude and Usage (AAU). But...

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‘Please remember’, is not a call to action

Tip for February End your sales approaches with a bang, not with a whimper. We receive too many mailers, emails and other communications that end ".... please remember us," or "... hope you'll consider us." And the fact is, we almost certainly won't. We're not being...

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Would Elvis need an elevator pitch?

Why advertising still matters in a digital world. Tip for January - Social media has some great facilities for engaging with audiences, starting conversations and building communities. So it's easy to overlook the role of good, old-fashioned advertising. Getting back...

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Why number 2 holds the secrets

Tip for December - learn how to find the hidden gold in surveys The gold in surveys and questionnaires may be hidden. It's vital to be constantly finding out what customers and prospects think. Regular satisfaction surveys are tried and trusted methods of gaining that...

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Conversations need communication – here’s why.

'The social sphere is not about communications, it's about conversations' - how often have we heard that mantra trotted out. And of course there is a lot of truth in it. Social media has dramatically changed the way we interact - on a personal level and at a marketing...

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Re-purpose your content

Tip for November Creating new content can be a chore - but we all know it's important.  Every article you read on content marketing makes it clear that fresh content is gold dust. However, it doesn't necessarily mean constantly creating new stuff from scratch.  Let's...

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Programmatic buying in just 3 slides

Algorithmic buying and selling of online advertising space in real time has been a revolution. Sometimes called programmatic bidding or real-time buying, it's an automated process aimed at more efficient and accurate delivery of advertising to identified targets....

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