BREAKING NEWS!

                              Over the past few months we’ve helped a number of clients in

                             financial services, telecommunications and pharma. Take a look!

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“Half the money I spend on advertising is wasted,” John Wanamaker famously remarked, “the trouble is, I don’t know which half.”

Over 100 years later, the same can be said about advertising messaging.

In a world where consumers are blind to banners, indifferent to email and increasingly skeptical of social, you can, in the limited opportunity you have to make an impression, quickly move consumers from Awareness to Action … and, soon after, to Advocacy.

It doesn’t just happen, though. You need a roadmap. You need a navigator. You need a message that really matters. And that’s where I come in.

Across hundreds of direct response and digital campaigns, I have leveraged and shaped some of the world’s best-known brand identities and most-trusted voices … not only make that key initial connection, but also to drive action and results. This happens because I understand that …

Everything, digital and print, is a user interface, and must be conceived and created as such.

• Success can only be achieved when strategy and tactics are in harmony.

• While consumers may seem unpredicatable, brain-based research and science
shows that decisions are made as the result of a predictable pattern of behaviors.

Consumers will always tell you that they are “too smart” to be tricked by direct marketing, and generally that they just “don’t want to read.” But their behavior proves that they will seek out and actively engage with whatever content they find relevant, timely and compelling. Since you’re here anyway, take a moment to learn more about how we can help you ensure that your marketing is just that …

Messaging

American Express. Capital One. ING Direct. Nordstrom. T-Mobile. USAA. These are just a few of the amazing, customer-first voices I have had the privilege to work with … crafting messaging that engages, involves, compels and persuades. So what is the secret to “good copy” you may ask? Actually, it’s pretty simple.+

Strategy

There’s a famous quote, attributed to Truman Capote: “That’s not writing, that’s typing.” He was talking about the prose of Jack Kerouac, but the same could be said about marketing that is created without a well-considered strategy at its core.+

Branding

There are as many definitions of “brand” as there are brands. Here’s mine. A brand is the accumulation of the qualities, characteristics and quirks that consumers most immediately associate with you. You can define your brand all you want, but ultimately, it’s each individual consumer who decides what it all means. +

Leadership

External agencies. Internal teams. Contractors. Freelancers. In the past you might have leveraged one or maybe two of those options, and had a relatively neat and clean answer to your creative resource question.+

Case Studies

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

From the Blog

Introducing the 7 Stages of Consumer Skepticism

Introducing the 7 Stages of Consumer Skepticism

You’ve heard me say it before. Regardless of the channel you choose for your communications, your messaging must cut through the clutter … or it IS the clutter. Okay, so that might seem straight from the Captain Obvious playbook. But you’d be amazed by how many marketers these days think the medium IS the message.…+

The Best Story You See This Holiday Just Might Be An Ad

The Best Story You See This Holiday Just Might Be An Ad

Good storytelling doesn’t require a lot of time. In fact, when done expertly … masterfully … a great story can be told in just about 90 seconds. Like this: Clearly, Misunderstood packs a real emotional punch It’s heartwarming and clever, plays against stereotype, utilizes a twist ending, and, as a result, tugs at the heartstrings…+

UPDATE: Who holds the Championship Belt for worst tagline?

UPDATE: Who holds the Championship Belt for worst tagline?

A little while ago I ranted a bit about what I felt to be some offensively bad copywriting (see below). Recently I heard a line just as head scratching. Now, it was on a podcast, so there’s a good chance it wasn’t written by a professional copywriter … which, right there, shows again the dangers…+