Blog Archives

How Much Should You Spend on Marketing?

Someone asked a very odd question in a discussion group: How a startup is viewed (by an investor) when its majority spending is on marketing/advertising? In my answer, I chose to ignore the investor question (although I hint at it

Posted in Advertising, Business-general, General Commentary, Innovation, Marketing Techniques and Philosophies Tagged with: , ,

Social Entrepreneurship MUST Be Genuine

Charitable give-backs are NOT the only model. I’m rather a fan of creating products, services, and business cultures that directly *and profitably* turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance.

Posted in Abundance and Prosperity, Branding, Business Ethics, Business-general, Corporate Social Responsibility, Diversity, Eco-friendly, Energy & Sustainability, Entrepreneurship, Environmenl, Green Business, Marketing Techniques and Philosophies, poverty, Transparency vs. Secrecy Tagged with: , , , ,

Seth Godin and “The Benefit of Confidence”

Legendary marketer Seth Godin recently wrote about offering the benefit of confidence, rather than the benefit of the doubt. He said: Someone faced with doubt rarely brings her best self to the table. Doubt undermines confidence, it casts aspersions, it

Posted in Business-general, Corporate Social Responsibility, Diversity, General Commentary, Marketing Techniques and Philosophies, People Helping People, Psychology, Shel's Personal Life Tagged with: , , , , , , , ,

If You Hire Stupid People, Customers Will Think You’re Stupid

The brain of a call center clerk ("Call Center Dave," by Ray Smithers)-graphic

I never went back to that dealer for anything else, ever, not even a tube of touch-up paint…And the next time I bought a new car, it wasn’t a Toyota. That mechanic threw away 20 years of brand loyalty and a lifetime customer value in the hundreds of thousands.

Posted in Business-general, Customer Service as Marketing, Marketing Techniques and Philosophies, Psychology, Shel's Personal Life Tagged with: , ,

Disagreeing with Seth Godin on Cars vs. Bikes

I’m a big believer in convincing by harnessing the reader/listener/viewer’s enlightened self-interest. So I’d rewrite his pro-bike list with these eight positive reasons:

Posted in Copywriting, Eco-friendly, Energy & Sustainability, Environment, Frugality/Frugal Fun, Green Living/Green Lifestyles, language, Marketing Techniques and Philosophies, propaganda, Psychology, Social and Economic Justice Tagged with: , , , , , ,

When Price Matters…And When It Doesn’t

Nobody is a prisoner of their own geography any more. I can’t compete on price with some clown on a bottom-feeding service bidding site who throws an article into a word-blender

Posted in Business Ethics, Eco-friendly, Frugality/Frugal Fun, Green Living/Green Lifestyles, Shel's Personal Life Tagged with: , , , , ,

Finding Successful Ways to Confront Oppressive Behavior

So instead, I thought for a couple of minutes about what type of response would actually be heard and not blocked out—what could actually advance a dialog…And amazingly enough, this actually did open a door for some mild and thoughtful dialog. Not a perfect outcome but one I could feel reasonably good about. I had used the marketing principles I teach, and given the right message for the audience.

Posted in Activism, censorship, Demographics/Psychographics, Diversity, language, Marketing Techniques and Philosophies, Peace and War, Politics, propaganda, Psychology, Shel's Personal Life Tagged with: , , , , , , ,

Why I Don’t Watch TV News

World Press Review…featured reportage on the same story from 8 or 10 different papers around the world; it was like a one-stop course in media literacy and the nature of 1) matching message to audience, and 2) shaping the audience through the message. Since I made (and continue to make) my career as a marketer and a journalist, these were crucial lessons.

Posted in Marketing Techniques and Philosophies, Marketing Trends/News, media-general, propaganda Tagged with: , , , , ,

And Here’s the Latest Spam Scam

If you get a note like this and wonder, where do I know this person from–you don’t. When are these jerks going to realize that the Internet is a powerful way to make an honest living and they don’t have

Posted in Business Ethics, Marketing Trends/News Tagged with: , ,

The Marketing of an Immigration Experience

Marketing by forming communities is certainly nothing new. Companies like Harley-Davidson and Apple have built their whole brands around it. It’s part of why social media marketing has taken off. It’s part of why smart marketers often stage events. But rarely does a whole country say, “we’re so glad to have you as part of our community.”

Posted in Marketing Techniques and Philosophies, Uncategorized Tagged with: , , , ,

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