I speak to a room full of people and I can see that I inspired them, they got an idea that starts to form inside their heads…
I love my job 
Would you buy your company’s shares?
The concept of Unique Selling Proposition — USP — first appeared in the 1940s. In 1961 Rosser Reeves, the man who coined this term, described it in his book Reality in Advertising, defining it as “buy this product to get this specific benefit”. In the second half of twentieth century such advertising style worked great. Today, unfortunately, it does not.
Engagement in advertising
“Engagement” is the buzzword of advertising industry. On the internet, television or any other medium we strive to engage the customer, who—overwhelmed by the multitude of messages—just keeps getting better at ignoring us. But we (I write “we” meaning “advertisers” or “agencies”) have problem building this very engagement. Why? Because we approach the topic in a too standard manner.
What is the one thing your customer should do?
Missing the call to action is one of the most common mistakes made by marketers and brand managers. One question you should ask yourself before publishing a new website or sending a brochure to print is:
Read more…
Ubiquitous computing
In about 20 years from now I will show the phone I use today to my granddaughter. “See, honey? It was called iPhone. It has a touch screen and two buttons. The large, round one takes you from any application to a home screen. And this little button on the top is used to turn off the device.” A spark of curiosity lights up in the child’s eyes. “Grandpa, what does off mean?” Dear kid. The same kind of surprise was painted on her face when I first told her what offline meant. Those were the days…
Read more…
I posted pictures of snow before it was cool.
How do you scan your spam folder?
How do you scan your spam folder? I look at the senders’ names while scrolling through the message list. When something other than usual stuff (MyEnlarger.com, solicitor Agate Magabe) grabs my attention, I move over to the subject line to see if it can be of any importance. Only then do I click and open the message. The sender then is—in my opinion—more important than the subject. How do you do it?
Recent Comments