Steve Jobs probably had it. Leonardo da Vinci had it for sure. But Shakespeare didn't. What is it? Creativity. It's one of the most highly prized and admired qualities in all mankind. But it's such …
Blog
Differentiation: How Far Are You Willing to Go?
One of the pillars of marketing is differentiation: standing out from the crowd, having a unique selling point and a one-of-a-kind brand. But how far are you willing to go to be different? …
Continue Reading about Differentiation: How Far Are You Willing to Go? →
Creativity Is Weird
You don't have to read much of Seth Godin's book, We Are All Weird, to get the message. The new normal is weird. It's a comforting thought for us creatives. How often have you come up with a great …
The Time for Hype Is Over
I just got off the phone with a client. He tells me his father has never "approved" of his marketing, that it's too edgy, too hyped. He wants me to redo one of his marketing pieces — create something …
Before You Write: Plan
A great promotion doesn't just appear, fully realized, to the expectant writer. It's not like Field of Dreams. If you sit at your computer, it won't come. To write copy that gets a mere 1 to 2% …
The 3 Most Important Elements of any Promotion
If you want to make good use of your time, you’ve got to know what’s most important and then give it all you’ve got. ~Lee Iacocca If you were trained under the benefits-not-features mantra, you likely …
Continue Reading about The 3 Most Important Elements of any Promotion →