Father’s Day is fast approaching. June 21st is the big day. And while all retailers are sure to do their share of promoting this day, much of it will likely be a waste.

Here’s an ad I just saw on CNN.com this morning. I haven’t had a chance to contact the advertiser and so I can’t say whether or not this ad is actually selling any product. But you gotta wonder.

As seen on CNN.com

Here’s an ad for a Stainless Canteen from uscanteen.com. The ad doesn’t look bad, but here’s the biggie…why is a woman wearing the canteen? This is supposed to be a gift for a man. This ad got my attention, but putting the canteen on a woman takes away the ‘manliness’ quality and gives it more of a modern chic look.

Maybe you’ll have a different view, if you do I’d love to hear it. But this seems like advertising gone wrong.

An article I wrote for TalentZoo has just gone live. I wasn’t expecting the treatment it received…and was surprised to see it front and center on their homepage. According to Compete.com TalentZoo receives 68,593 visitors to its site each month.

Here’s the skinny on TalentZoo:
Talent Zoo is the leading communications executive recruiting firm and online job board. Consistently called upon by top companies across North America, the firm is the hiring solution for communications industry talent. Named by Forbes as Best of the Web for niche job boards, TalentZoo.com is currently approaching 1,000 authentic jobs daily, helping employers reach out to their next scintillating superstars.

The article explores why too many business owners and professionals focus on the wrong metrics and have forgotten the key to real business success. Check it out at “What if Google Died?” on TalentZoo

For the record I’m a big fan of Google so don’t let the title get you all worked up.

Make it a great day!

Michael

Rohit Bhargava has put together a wonderful short presentation about why infomercial style marketing works.

This is one of the best presentations I’ve seen for its length.

Often times business owners, and I’ve encountered many over the years, are cynical of the prospects that  infomercial direct-response style advertising works.

They say … Read the rest of this entry »

Shame on me. I know it’s been far too long since I’ve posted here.

My excuse, is that what you want to hear? Okay, it’s not that exciting though … I’ve been extremely busy.

Between client projects and helping a new venture get off the ground I’ve been neck deep in a swamp of work.

A always I’m making time to enjoy with family and friends - no email, no computer - but granted it’s less than optimal. I’ve also had less time to read. However, I’d like to share something with you from one book I’m just about to finish - Malcom Gladwell’s Outliers: The Story of Success. Read the rest of this entry »

Google has just released a new online tool to help with planning your online media campaigns.

If you work at an advertising or online agency, are in charge of your company’s online marketing,  or are an internet consultant, this is a tool you need to check out.

Google touts this tool as a better way to plan your online ad spend with deeper insight into your traffic and their advertising network.

The ad planning tool also has a new traffic estimation component. Google says this will help track Unique Visitos more effectively.

There are also new country demographics and pre-defined audience options.

For full details take a look at the Google Ad Planner post on Google’s site.

Many people will be surprised to hear that Google offered advertisers print advertising. They did this through a partnership with around 800 newspapers. The program started in 2006 with 50 partners and Google built up their print business from there.

Only problem - it didn’t go too well. So Google has pulled the plug on Google Print Ads.

The company also sells Radio and TV ads through its network. But this is either a case of the company finding that they can’t do ‘everything’ and have retracted to focus on their more profitable core of online advertising.

Or possibly this could be a move to hedge against the ongoing declide and tough times the newspaper industry has been seeing.

For the full story check out what the Director of Google Print Ads, Spencer Spinnell has to say: Google Print Advertising

If you’re a reader of this blog or have read my book you’ll know that I’m a big
believer in measurable marketing. A past company I co-owned did plently
of creative work … where we developed new brand identities and creative
materials for clients.

My company today, Relagy Marketing, takes a scientific approach to brand
building and product/service promotion. Meaning we work with our clients
to track and test all of the promotions (both on and offline) that we develop
for them.

And that’s how we are able to consistenly improve their response rates and
their sales.

… I could keep going on this topic, but that’s not why I’m blogging today. No,
I just came upon a video that has some absurdly creative advertising.
Read the rest of this entry »

Calling all marketers. Did you know …
“The internet is the least effective way
to sell ever devised by man …”

According to Gary Halbert that is. Does he know what he’s talking about? Yes siree. Gary Halbert passed away a year ago. But he was easily one of the smartest and most effective copywriters on the planet.

Ken Mcarthy has put up a bunch of videos online of Gary Halbert. Some shorter, some longer. But the message in this video is worth more than what you likely earn in 1 hour - and you’ll learn it in minutes.

 It may sound like common sense, but give it some good thought and remember what Gary says,
“The Internet Is Only A Delivery System”.

As you probably know Dan Kennedy is one of the greatest marketing minds around. Not the only by any means, maybe not even the best. And I haven’t studied or seen much of his stuff lately, but he was/is a true marketing genius.

Don’t worry. I know it sounds like I’m trying to sell you something, but I assure you I’m not. All it is is an introduction to a great video of him I just found.

If you’ve followed my work and writings over the years you’ll know I’m a big believer in the power of having a guarantee to increase sales. And not just some fluffy text in miniscule type. But one that stands out and means something.

Well, here is Dan Kennedy delivering his personal guarantee for his products. Enjoy, it’s live and it works!

Here’s a video from Canadian Copywriter Michel Fortin. No matter how great you think your ad, your copy, or any of your marketing and sales materials are performing … if you’re not testing, you’re really missing out.

Look for the little conversion secret he delivers near the end of the video.

Here is a golden video from Perry Marshall. With 2 very important lessons.

An increasing number of our clients, especially over the last two years, have asked for our help with their Adwords campaigns. Actually, about 70% of them didn’t even have an account set up … so we often start from scratch.

As you get more and more advanced with Google Adwords you quickly see how effective a marketing tool it can be, but also how advanced it can get. This video below not only gives you a high-level technique that works … but also brings home the reality that not everything will work for everyone.

That’s what testing is for, right?

Marketing Sherpa just published a great case study.

This one looks at a challenge many large companies face and most do nothing about. But the company in the case study, Business Objects, did.

I’m happy about this for 2 reasons: 1) Business Objects is based in Vancouver, where I live (although they were recently acquired by SAP, and  2) the company clearly proved that direct response marketing deserves a seat (if not the Vice-President’s chair) at the main table.

Here’s why …

Read the rest of this entry »

Advertising Age just ran an article stating that 53% of marketers are preparing to cut back their advertising if they haven’t already begun to do so.

The survey, conducted by the Association of National Advertisers, polled 100 marketers across several industries. While some will surely wonder whether on hundred respondents is enough to make this statistically valid — evidence that this is true is all around us.

You see, every time the economy faces a downturn marketers get wary. They hold back. Waiting. Until the landscape settles.

There are couple of massive problems with this. Read the rest of this entry »

In the hussle and bussle of running a thriving business it’s often hard to take sufficient time to reflect on life. Wouldn’t you agree?

I’ve improved in this area over the last year or so … but I must admit it’s hard. Especially when your brain is wired for continous improvement and on-going development.

There is a wonderful story about business and living life. If you’ve heard it before, I doubt you will have forgotten it. Nevertheless, it’s the kind of story that you enjoy reading from time to time. If you’ve never heard it before, I think you’ll enjoy it.

It goes like this …
Read the rest of this entry »

Just after writing my last post I had a discussion with another business owner. They asked me to clarify my belief that all employees should receive incentives to produce better results for the business.

This business owner was right, I do need to clarify, because not all “employees” need to receive financial or other tangible incentives to generate better results.

Am I confusing you? It’ll all become clear …
Read the rest of this entry »

It’s Canada Day today.  That means it’s a holiday for most.

Wikipedia describes this day as:
” Canada Day (French: Fête du Canada), formerly Dominion Day, is Canada’s national day, a federal statutory holiday, celebrated on July 1 annually by all governments and most businesses across the country; the date, though, is adjusted in cases where July 1 does not fall on a working day. Canada Day observances take place not only throughout the nation, but also internationally. ”

Best wishes to all.

Michael Zipursky

Is a business better off giving their employees an incentive to increase sales? Should that incentive be a financial one.

For many years now I’ve been a big supporter of incentivizing employees to motivate them to produce above average results.

A recent trip to two electronic stores got me thinking about this topic.

Store 1 has its salespeople on commission.
Store 2, doesn’t.

What I found was that Store 1’s salespeople were much more knowledgeable on the products they carried.

Where as Store 2’s employees, while having a general understanding of what they were selling, knew little when it came to the finer details.

You see, I’m the kind of customer that pays attention to those finer details. Not to cause trouble or give anyone a hard time, but for 2 reasons:
1. When I’m putting down a big chunk of money on the latest flatscreen LCD or Blu Ray player with surround sound system - I take the time to learn about the products and technologies … to make sure I’m getting something that best suits my needs.
And 2, I live and breathe sales, marketing and customer service, so you might say I have discerning eyes and ears.

But there is a twist to this story. While the salespeople at Store 1 had better product knowledge they came across like a bunch of pushy car salesmen. Their style was more aggressive, and though not overly so, the atmosphere felt more rushed … a bit uncomfortable if you will.

What these two companies need is to blend their approaches. To incentivize their workforce, give them a reason to learn more about the products … and then support them in understanding how to make customers feel comfortable.

Pushy sales don’t work for long-term success. Making your customers feel comfortable, as welcome guests that can confidently show up whenever they please and consistently be greeted with the information they need produces amazing results.

How does your business go about this?

Michael Zipursky

Lobster for everyone!! Come and get it … this time in a most unusual way.

Two brothers in Maine have created a new program where you can own your own lobster trap. Everything that is caught in that trap during a whole year’s season is yours. 

They guarantee you’ll get at least 48 delightful crustaceans weighing on average 1.5lbs each.

Plus, you also get clams, mussels, and other wonders from the Atlantic.

Don’t eat seafood? Hey, that’s okay. And I won’t even ask why. But there is a big marketing lesson here.

These two brothers have run with a classic strategy that works. They’ve take the structure and model of “own your own olive tree” or apple, or vineyard section, etc. These biz models are popping up all over the place.

People like to call something their own. It’s impressive, and if you like wine, apples, olive oil, or lobsters it’s a good deal.

They definitely charge you a premium here. In the case of the lobsters they charge $2,995 a year. 48 lobsters minimum at $15/lb (let’s say standard price), that’s $22.50 per lobster and $1080 for 48. But these guys give you so much more, a long list of goodies (see their website here).

When you ad it all up does it equal the $2,995 price tag. Probably not, but you’re getting a piece of “ownership” and this is what people love buying into. 

You see, these guys have recognized that they’re better off not just selling a product. They’re selling a whole experience and memories around that … and people are happy to pay good dollars in return.

Ask yourself, can this model be used in my business in anyway?

To your success,

Michael Zipursky

Duke University’s Libraries has been increasing its efforts of its digital collections.

One of my favorite collections is called Ad Access. Here they’ve catalogued over 7,000 US and Canadian advertisements from between 1911 - 1950.

Outdated, Old, And Not Applicable In Today’s Times

Human nature hasn’t changed in the last 100 years and it won’t change over the next 100. Sure, we’re seeing technological changes that allow us to communicate through different vehicles and ‘efficiency’ increasing tools that allow us to complete tasks faster. But the way we think, our impulses and emotional wiring that affects whether our attention is aroused and if we should take that next step and make a purchase haven’t changed one bit.

Ad*Access

There are some true gems in here folks. Enjoy.

And as always, to your success,
Michael Zipursky

I received an email from Jordan. He asked that I elaborate on the last part of my most recent post.

(If you didn’t read the last post, you can check it out here: Post: The Fastest Way To Gain Your Business Advantage)

I’m happy to do so Jordan. The reason why keeping your customers happy is so powerful is because your current customers, the ones that have already made a purchase from you, are many times more likely to purchase from you again.

Read the rest of this entry »