Posts Tagged ‘marketplace’

A “New” Small Business Marketing Rules

By: Dan Kennedy on: October 16th, 2009 10 Comments

In the 1950’s, “credibility” was THE critical factor in advertising, and integrally, inextricably linked to being believed. In the 1990’s, they became distinctly separate component parts of an advertising or sales story, and it became possible to function with zero credibility if you had sufficient believability. In the new millennium, believability takes precedence (except for customers over age 55 or 60.) I’ve been talking about this quite a bit for the last 10 years or[…]


Create Marketing Fireworks by SUCKERING ‘EM IN

By: Dan Kennedy on: September 25th, 2009 20 Comments

“SEX.” “OK, now that I have your attention, let me talk to you about financial planning.” This is an ad gambit as old as the hills. Call it whatever you like: lying, bait ‘n switch, trickery. You yell out one thing to grab attention, then switch to an entirely different subject once you have eyes and ears. Sometimes it works. More often it backfires because the people instantly feel cheated or conned, and either exit[…]