Emotional engagement is an advanced technique for generating that “must-have” reaction to your promotions. Of course, knowing it even exists is just the beginning. The trick is to make it a consistent part of your marketing communications. Let’s look at how you can do that. How do you create emotional engagement? Emotional engagement is the strategic combination of: A powerful […]
Great Marketing Is Built on Great Ideas
When it comes to marketing, how do you define great? Is it the award-winning campaigns or the ones that go viral? Is greatness measured by response rates and bottom-line profits? Or is a great campaign the one that can concurrently brand, position and sell? In the search for great marketing, we must weed through so […]
Direct Response: What’s the Big Idea?
Direct response marketers understand the need for a Big Idea. But do other marketers? These days, it’s so easy to be distracted by new channels and media, some of the foundational principles get overlooked. The Big Idea is one such principle. As David Ogilvie said, “It takes a big idea to attract the attention of […]
Fad Marketing v. Reason-Why Marketing
When it comes to marketing, which is more important: getting attention or getting results? Advertising trends suggest most marketers believe getting attention is the way to get results. But is that necessarily the case? It’s true. Cleverness does get attention. It’s not enough to ensure people remember what you’re selling, though. Think about these classic […]
