The Problem with Most Taglines

Today, I spent a good 10 minutes in my car following a National Grid truck on my way home from an appointment. It was a slow, stop-and-go ride through several back roads with no way to pass.

With each stop, I would come face to face with the National Grid logo – and its tagline:

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How many more customers will DirecTV and Rob Lowe offend?

You must have seen them by now, those DirecTV commercials featuring Rob Lowe – the good Rob Lowe and the other Rob Lowe.

The concept is pretty simple. The good Rob Lowe is using DirecTV. The other Rob Lowe is using cable TV.

There are about half-dozen different commercials – each featuring a different “other” […]

5 reasons why clients don't insist on direct response advertising

Direct response is a powerful marketing discipline that brings measurable results and accountability to your advertising and marketing.

What’s not to like about that?

So why don’t more marketers use it in their advertising?

More to the point, why don’t more clients insist on it?

I have been puzzled by this for years. I’ve […]

How to measure Lead Quality

You hear a lot about lead quality these days. That’s encouraging news.

It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads. High response rates always seem to rule the day.

But at some point, marketers began to realize lead quantity isn’t enough.

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The nuances of the Free Trial Offer

The free trial offer is one of the most common types of direct response offers.

You see it everywhere – online, in print, on TV and radio.

The free trial offer has been around forever. And for certain products or services, the free trial will always have great appeal. Here’s why:

For consumers, […]

The sounds of great advertising

Would you know great advertising if you saw it? How would you recognize it?

What criteria do you use to assess the effectiveness of a TV commercial, a print ad or a direct mail piece?

What in your mind should great advertising accomplish?

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We all have our favorite TV […]

When creating advertising, don't make your audience connect too many dots

Chevy’s TV commercial for the Cruze leaves me confused, until now …

I got it. I finally got it.

I’ve watched this TV commercial dozens of times over the past few weeks, and I couldn’t figure it out – until today. I finally connected the dots.

If you are creating advertising of any type, are […]