- Home
- Advertising
Sabotage! When Social Proof Backfires
Social proof is one of the six pillars of persuasion. Robert Cialdini dedicates all of Chapter 4 — more than 40 pages — to social proof in his book Influence. Of course, in a marketing setting, you want to use social proof to your advantage. But every once in a while, this technique can backfire. […]
Continue readingA Little Direct Response Gold
Do you know Drayton Bird? In direct response marketing, he’s a living legend. After all, not many can say they worked with David Ogilvy. And not many can claim being the top trainer for the biggest direct marketing agency in the world (Ogilvy & Mather). Plus, Drayton’s experience runs the gamut. He’s helped small businesses, […]
Continue readingHot Date with an Ugly Sales Letter
Happy Valentine’s Day! Since my wife and kids are sick today — bad coughs because of some respiratory bug — there won’t be a lot of romance going on here today. But I’m not going to let that stop me from cuddling up by the fire with another sales letter… maybe yours! ========================= I’m looking […]
Continue readingDirect Mail Advertising – A Few Observations
Direct mail advertising is very different than online advertising. With direct mail, you have to find or compile a list of people who will be a good fit for your offer. The people you mail may or may not be interested in your product or service. They’ve never asked for you to contact them. Plus, […]
Continue readingGoogle’s Superbowl Commercial: Parisian Love
Imagine my surprise as I watched the Superbowl and saw a TV commercial for Google! I’m not sure whether or not it’s their first TV commercial, but I don’t recall ever seeing one before. What I love about Google’s commercial — called “Parisian Love” — is how it builds a compelling story through search phrases. […]
Continue reading