Content vs. Branding

My colleagues Michael Stelzner and David Scott Meerman are, like me, advocates of marketing with content. But a recent article suggests that our approach is all wrong. The author said that branding is more effective than ever today. Reason: prospects are suffering from information overload. They don’t have time to process product information. And so

Read More

Share

Do Words Matter? Not at KFC, Apparently.

The voice-over in a recent KFC commercial for their thighs and drumstick bucket says the chicken now contains “less” transfat. Less than what? Less doesn’t mean anything unless you say what it has less fat than. While we hear the voice-over, the words “0% transfat” appear on the screen. Hey, that’s not less transfat. That’s

Read More

Share

Do Puns Sell? (Or, “This Makes Me See Red”)

The Economist recently sent me a promotion that flies in the face of conventional wisdom for what works in direct mail selling magazine subscriptions: 1. It’s a self-mailer. 2. The whole thing is white type on red paper stock. 3. Even though it’s an oversize mailer, it’s mainly blank space with just a headline and

Read More

Share

Everything That Rises Must Converge

Blogs are the “in” thing today, with 8 million Americans adults saying they have started blogs Newspapers, meanwhile, are in decline: only 23 percent of adults under 30 today read newspapers regularly. To combat their sagging circulation, newspapers are now jumping on the blogging bandwagon. According to an article in Circulation Management (6/07, p. 14),

Read More

Share

Professionals vs. Amateurs

Novelist Ian McEwan doesn’t like the fact that you can post your opinion of his books on Amazon.com. “I don’t have much time for the kind of site where readers do all the reviewing,” says McEwan in an interview with Time magazine (6/18/07, p. 6). “Reviewing takes expertise, wisdom, and judgment,” he says. “I am

Read More

Share

The Limitations of Content and Conversation

It’s trendy today to say that traditional marketing doesn’t work anymore. The “new marketing” gurus tell us that, instead of “marketing speak” (traditional sales materials), we should use one of two things to do our selling. One is giving away valuable free content. The other is Web 2.0, social networking, forums, wikis, and other forms

Read More

Share