November 19th 2008
Like a bunch of eager bunnies, Internet advertising has split, combined, and multiplied into a bewildering array of approaches to advertising on the Web. Using abbreviations such as CPM, CPC, CPA, CPT, and CPS make the novice Net advertiser’s eyes glaze over when he sees this alphabet soup of Net advertising jargon. If this is you, don’t feel bad. You’re not alone. Continue Reading »
November 19th 2008
The first step in designing your ad campaign is to define your customer. You need to be very specific about the age, gender, marital status, geographic location, religion, political affiliation, occupation, educational level, and so on so that you can buy the proper ad placement. Continue Reading »
November 10th 2008
The performance of his product was his best publicity! Let it also be yours.
If you are the first in the right market you may need little advertisement. Sun Microsystems’ workstations were the first on the market with the new UNIX operating system and needed no advertisement. They became the world leaders with their Sun workstations and in the early nineties were voted the fastest growing company on the Fortune 500 list, with a phenomenal 114 per cent compounded annual growth rate. Continue Reading »
November 10th 2008
It is fantastic to have your own business, but the greatest thrill is to see your “baby” grow!
At last - you’re in business! But remember that even though you may have the best product or service, if it’s not properly promoted it will not succeed. Many entrepreneurs put marketing last on their list while it should be a priority; this is an important reason for business failures. But, there are various relatively inexpensive ways to promote your product or service. Let’s look at some examples. Continue Reading »
November 2nd 2008
There is no doubt that great persuaders know their product, service, or business. I have found that great persuaders use their own product or service. Through this use, they have experienced what their audience will experience. You must know every possible thing about your industry. Nothing is going to surprise a great per- suader. They are up to speed on the economy, the industry, the company, and the competition. Continue Reading »
October 3rd 2008
If you’ve jointly decided that you need outside help, the three options available to you are:
We’ll look at each of these in turn.
Conciliation is a voluntary and informal process. The conciliator is an unbiased yet competent person who is accepted by both you and the other side. His or her role will be to focus on making sure that you and the other side really understand each other. The conciliator doesn’t make suggestions or propose alternative solutions — he or she merely works towards helping you and the other side to generate your own solutions. Continue Reading »
October 3rd 2008
Deadlock and its near cousin, breakdown, are uncomfortable. Nobody enjoys them. They erode or undermine the trust that has painstakingly been built up during the early stages of your negotiation; they bring you face to face with the risk of losing your hoped-for outcomes. But, like most things in life, they have, hidden within them, an opportunity. For the way that you handle them will make a significant difference to both the outcome of your negotiation and the way that people see you as a negotiator. Handle them well and it’ll be a turning point — for both the negotiation and your career as a negotiator. Handle them badly and both will suffer. Continue Reading »
September 26th 2008
If strategy is the long view of a negotiation, then tactics are its here-and-now. They are about the nitty-gritty of negotiation;they are about the actions that we take and the reactions that we have. For that reason, many of them are negotiation-specific. That is to say that they relate to the circumstances and rhythms of a particular negotiation — rather than to all negotiations. Continue Reading »
September 21st 2008
Here are some guidelines for directing your thinking about television.
Rule 1. Keep it simple. Use your micro-creativity. Get inside your visual and maximize it. One idea explored in depth is more effective than superficial exploration of a dozen visual ideas.
Rule 2. Make your first scene audience-involving. You have four seconds or less to capture your viewers’ attention. If you haven’t accomplished it, your competition will.
Rule 3. Be larger than life. Exaggerate. Get as close to your product and the action as you can. If you stand back at a medium distance, you never really come in contact with your product. And neither does your audience. Continue Reading »
September 21st 2008
When you hear the words “television commercial,” what comes to mind? A slick, high-budget produc‑tion for a luxury product? Celebrities touting a soft drink or fast food restaurant? Back-to-back special digital effects that scream high-tech? Computer animation or morphing?
You’ve probably seen these techniques used at one time or other. But techniques are all they are—different visual formats for displaying the product. They are not substitutes for ideas. Effective television advertising, like any other media form, relies on fresh concepts that persuade the consumer to buy. Continue Reading »
