The Point

JUNE 28, 2011

“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it seem more “real,” more tangible. The more tangible: the higher the perceived value, and the more likely the reader is to respond.

Paper 153

Paper Creativity Landing Pages Cost per Lead 153

The Point

JUNE 20, 2011

Launching a CEO blog but the boss isn’t sure what to write about? Here are 8 ideas based on a list we created recently for a client: 1. Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. A good place to be controversial. 2. Industry Trends – how is your industry/space changing?

Webcast 179

Webcast Opinions Thought Leadership Paper 179

The Point

JUNE 14, 2011

A client confessed recently that one of the reasons his company had selected Marketo as a marketing automation provider was because he was so impressed by their marketing. His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high standards? (Tangentially, I’d argue that more companies should select marketing agencies by the same criteria.).

Marketo 153

Marketo Email Campaigns Campaigns Advertising Agencies 153