Budgeting for a content marketing program takes a lot of time and thought, not to mention moolah. How much for design? How much for writing? How much for social media expertise? And sometimes the item that gets pushed down farthest on the list of priorities is a website video. It can seem like a luxury […]
“Cut the copy.” “Shrink the art.” “Cut the copy!” “Shrink the art!” And so it goes. The eternal struggle between artist and writer. Prime Mover or Prima Donna? Years ago, in the prehistoric world of print advertising, a copywriter and an art director nearly came to blows. Seeing all of the space available to […]
I like to cut my own hair. Some people think I do a good job. Others think I’m nuts. I do it because, well, I’m not really sure. Maybe to be provocative. Probably to save money. Could be I like the illusion of control. In any event, after a few months of fun with scissors, […]
Jack of all trades, master of none. That doesn’t sound very desirable, does it? You wouldn’t want a surgeon like that. A “Renaissance Man” may be the perfect dinner companion, but there’s something to be said for specialties and expertise. Which leads me to the topic of industry-specific verticals when considering a digital marketing strategy. […]
Who among us doesn’t have a book in them? How often have you said, “I should write a book”? We’re not talking about the Great American Novel. We’re talking about a short, custom ebook written specifically to attract interest in your business and generate new leads. Many people think of ebooks as novels downloaded on […]
Every quarter, the Oxford English Dictionary officially welcomes a new list of words and phrases into the English language. From the obvious to the obscure, every utterance is captured and considered for inclusion in the venerated dictionary. Before I review a few of the 2018 first-quarter winners, a word about how these lexical lucky-ones originate. […]
The French have a phrase for it: Le mot juste. This translates to the perfect word. Precise. Exact. Quintessential. In marketing, French or otherwise, the right word or combination can move people, literally and figuratively, such as: Shop Small Eat More Chickin Just Do It! Used pointedly, words give purpose to plain talk. Urging someone […]
NAP is digital marketing’s acronym for a triad of basic information: Name – Address – Phone. Your NAP is used by search engines to verify you have a legitimate, permanent, established place of business and answerable phone. When it comes to conveying a serious, stable intent to conduct commerce, NAP is one of the primary […]
We all have a target on our back. A quick scan of my recent emails made me realize mine says “early sixties, single, homeowner, devout Mac and iphone user.” I had offers for walk-in tubs, safety flashlights, night driving glasses, heating pads and key organizers. I also had news about medicare advisors, burial insurance, massage […]
Remember when Facebook first surfaced? Everyone wondered how the company could monetize it because of its free usage. Well fast forward a dozen years and Facebook advertising figures into more media buys than ever and for good reason–almost two billion good reasons. That’s how many clicks occur between Facebook and its newly- acquired Instagram and […]