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I’ve been following the case of convicted swindler Bernie Madoff with some interest. The amounts involved are quite mind-boggling… …he’s reckoned to have defrauded his victims of over US$65 BILLION (around A$100 billion!). Now, many (if not all) great swindles rely on a shrewd understanding of human nature… …and so can provide marketers with some [...]
Posted recently about the importance of the “From” line in your emails… …and how people I would have expected to know better were making a BIG mistake. The blunder I was seeing…
…in this marketing case study. Just back from a trip to the UK and came across a case that provides a useful example of the limitations of conventional “Image Advertising” and brand building… …even when you have a great product. On my trips back to the UK I usually hire a car, typically from Avis. [...]
I’ve often mentioned the work of legendary copywriter and marketer Claude Hopkins. He was one of the pioneers of direct response marketing and many of the techniques that we today regard as fundamental. Reading through a newsletter today, I was reminded of one of the most successful of his campaigns… …and how it can help [...]
Time for our monthly look ahead at coming events that can provide focus for a marketing campaign or promotion. The big event, of course is Easter. This year Good Friday falls on April 10 and Easter Sunday on April 13. In Australia, ANZAC Day is on April 25. Also we have…
There’s a very effective marketing tactic that’s called different names but it boils down to offering customers additional items to complement their primary purchase. McDonald’s is known for the “Do you want fries with that” tactic. Amazon has the “Customers who bought this…also bought this”. Out and about yesterday, I came across two examples that [...]
It would be hard to make this up. Over in the USA… “US authorities say a Florida woman phoned 911 three times after McDonald’s employees told her they were out of Chicken McNuggets.” (“Woman Calls 911 After McDonald’s Runs Out Of Nuggets”) Now, reading the story a little more closely, I do have a smidgen [...]
I’ve been re-reading a number of old newsletters from marketing maestro Jay Abraham. One of the points Jay makes is to allow your clients to purchase in the amounts and terms that suit them. So it’s always worth testing an option for the customer to “buy in bulk”. This is quite common in mail order [...]
Curiosity is an extremely powerful force. As human beings we have this “need to know”. In particular, we “need to know what happens…next”. What we in the copywriting and marketing fraternity sometimes refer to as…
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