Launching an advertising campaign is just like pushing a car. Your car doesn’t begin to roll the moment you begin to push, and it doesn’t stop rolling the moment you quit. The inertia that is your enemy at first becomes your alley in the end. Momentum is a wonderful thing, but is comes at a [...]
Delivering your marketing message at only the rational level is not enough to convince your customers or prospects to buy from you. You must let your marketing message move your clients with emotion. Everyone loves a great story, think about a television show or even a commercial that you really connected with. Why did you [...]
Almost every marketer today is eager to use “earned media” to build their brands online. Earned media, loosely defined as the sharing of branded content via social connections, seems like a free gift to marketers; you simply create some great content and watch it spread like wildfire. But the reality is a bit more complicated. [...]
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