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You're Not Microsoft, McDonald's, Or Coca-Cola - So Don't Emulate What They Do - Part 3

The last couple of days we talked about big businesses, how they advertise and why you shouldn't advertise that way. Here's more on that subject:

Because of the integration of advertising into our daily lives, we are constantly exposed to Level 2 advertising (the Fortune 500). And everyone assumes, based on years of passive observation, that's how marketing and advertising is done. ...

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You're Not Microsoft, McDonald's, Or Coca-Cola - So Don't Emulate What They Do (Part 2)

Yesterday we talked about big businesses, how they advertise and why you shouldn't advertise that way. Here's more on that subject:

In the past 50 years, providing for the needs of people has been split into three groups. We now have three types of businesses that give people what they want.

Level ONE Business, surprisingly, is the biggest provider of services and ...

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You're Not Microsoft, McDonald's, Or Coca-Cola - So Don't Emulate What They Do

The key to their success isn't necessarily based on how good they are (Inside Reality), but rather on massive advertising repetition. Microsoft, McDonald's, and Coca-Cola advertise for the sole purpose of building distribution and BRAND awareness. They do Image Advertising. Their ads attempt to marry a lifestyle feeling to their product so you'll get that same feeling when you buy.

For example, ...

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Use "The Educational Spectrum" And You'll Increase Sales - Part 3

Here's more on the educational spectrum:

Telemarketing and direct mail are the worst methods of finding hot prospects. It's like fishing with a spear. You look and look and look for that one prospect that just happens to be to the end of the educational spectrum - one who just happens to be ready to buy. Can you imagine trying to sell your car by telemarketing? "Hello, my name is Bob. I've ...

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Use "The Educational Spectrum" And You'll Increase Sales - Part 2

Last week we started a discussion of the educational spectrum. Here's more:

I was talking to a client some time ago that used telemarketing as a major source of driving in new business. He wanted to increase his telemarketers' closing ratio, so he came to me for ideas. After reviewing the pitch they were using, I concluded that it was fine...no major changes needed to happen. Frustrated, the ...