Three Keys to Digital Ads That Sell

Digital marketing gets a lot of attention — and it should. It lets you target your audience online when their searches line up with what you’re selling. That’s pretty great. But there’s something missing — the same thing that’s often lacking in traditional media. Almost no one is thinking about creativity in digital advertising. And that’s dampening ROI. Digital Read More

Take Off That Mask!

Within most professions and industries, everyone markets themselves exactly the same way. They literally all look just like their competitors. It’s like wearing a mask — a real one — and hoping people remember you.Think about law firms. If you see an ad from a law firm, what do you see? A lawyer — or a bunch of lawyers. As Read More

Can You Love Google Too Much?

We recently spoke with a company that had a dilemma. They were paying for SEO services, and it was working…kind of.   They were showing up organically on the first page of Google for most of the search terms that mattered to them. But while those great search results were driving traffic to their website, they weren’t Read More

Make Your Message Stick.

If you can make a message stick with your prospects, you don’t have to spend so much money repeating it. But how do you make it stick? Here are three simple ways. Humanize It. Think about Apple’s “I’m a Mac. I’m a PC.” — or Allstate’s “Mayhem.” They took the product or its intangible nemesis and let them talk. Not Read More

Stop Scolding Customers.

Because of COVID, a mother wasn’t allowed to sit in the waiting room during her daughter’s last orthodontic appointment. As a result, she received this email:  A few observations. First, you never get very far scolding your customers. That stern, finger-wagging approach sends a clear message about how they view their patients. Second, they don’t even acknowledge Read More