One of our favorite copywriters, Craig McNamara, wrote this brilliant short essay on successful writing back in 2009. Every time I get lost in a jungle of product or service features, I re-read it. It never fails to provide me the orientation – the machete I need – to cut through the thicket of lists [...]
Colangelo’s ROI Dome What is it worth to be the big draw of the Trade Show, the event of the Event, the hit at the Consumer Venue? Consider: this year – its 5th year on tour – Trojan’s Omni Theater-style Fulldome video will reach 350,000 viewers – about 70,000/year over a period of 5 years; [...]
To-Do List-itis The last postcard in our campaign. It isn’t really about marketing. But if you’ll allow me, it’s about more than business. In his classic documentary, “Running Out of Time,” Robert Krulwich explores “The paradox of modern life … that we have more labor-saving devices but less free time.” That “in Japan, karoshi (“death [...]
Some of you, dear readers, already get why these two disorders go hand-in-hand: simply putting a print catalog online is not only ineffective, but dull. Likewise websites that confuse print with web functionality, are also ineffective – and dull. Even though their end purposes may be the same – increased sales – print and web [...]
We’ve all seen them. A dimly-lit talking head in a beige conference room that looks and sounds like it went directly from the phone camera to the TV screen. Or the opposite: a shiny, bombastic, helicopter-shot, Philharmonic Orchestra-scored 30-second CGI demo reel with Academy Award-winning talent selling us …well, there’s got to be a product [...]
PCI Compliance – a set of security rules set down by the credit card companies for businesses that deal with credit cards – started back in 2004. But there’s a new deadline looming that’s catching many e-commerce merchants off guard.