David Ogilvy (↑) is said to be the father of modern advertising in the early '60s who answered that exact question in an acclaimed full page house ad for his own advertising agency. Needless to say that the ad worked very well and established Ogilvy & Mather as the leading advertising agency for industrial advertising.
One of David Ogilvy's many tips for creating successful ads is: “Don’t Get Distracted from Making the Sale”
It sounds bizarre but many agencies with or without the help of their clients screw this up big time. Almost if selling were a bad thing. And whoever is ultimately held accountable for advertising that does not work in the short run has tons of logical reasons why this is actually good thing.
You might have heard these before: Advertising is supposed to build awareness, to establish brand identity, to create a community, …, etc. or in other words: The big sales will come sooner (or later) because of all those effects.
Of course advertising should not be treated as one dimensional exercise but making sales today ranks pretty high on my personal and on my client's lists of priorities.
In order to discuss latest trends as well as evergreen strategies I traveled to London, U.K. to the Biz Fest 2015 conference two weeks ago.
John W. Furst at Biz Fest 2015 in London, U.K.
Stay tuned for more tips about advertising that sells and related topicss. I'll be back soon. Just rearranging a lot what I am doing right now.
Welcome to the 28th edition of email marketing tips on February, 9th, 2013.
After having put to sleep for more than two years, it’s time to wake up the carnival, again. I also have done some housekeeping:
All obsolete tips, broken links, etc. in the legacy editions 1 through 27 have been taken care of and are deleted now. Only evergreen, good tips from reputable sources have survived this procedure.
Update on April 12, 2015: All old editions 1 through 27 have been cleaned up, again. This time for the last time. I have finally decided to shut down my Email Marketing Tips blog carnival forever.
Interestingly it was mostly copywriters’ tips which had to be removed. Most of them just have disappeared from the web or their sites have got in too bad a shape that I don’t want to link to them anymore.
The good news is that we had some well known experts contributing here in the past.
You’ll find expert advise in those past editions from authorities like:
Since I started this carnival in 2008 the Web and the relevance of Blogcarnival.com have changed. However, let’s see how it goes in 2013.
Here are the tips of the day.
tools and strategy
The next two tips are quite interesting because they are quite opposite to each other. At first Ioan shows us how to use your blog to send out emails for free. Then Mike suggests to re-purpose your ezine content on your blog.
Ioan Draniciar presents How to Use Your Blog to Create a Free Viral List Building System (↑) posted at Lazy Cash Making Formula (↑), saying, “If you follow my blog closely, you’ll notice a pattern. I post an article on my blog every time I learn something of real value from internet marketers I respect and follow. We all have to learn from someone and it should be from somebody who’s an authority in our niche. Brad Gosse is an awesome internet marketer, a straight shooter, honest and someone I can really trust.
I picked up this little gold nugget of information from Brad and added a little twist of my own to it in order to make it more effective. This method can help you tremendously when it comes to getting repeat visitors to your site.”
John’s comment: Indeed, you can put an email signup form from Feedburner on your site. However, you are very limited with this approach. But, hey, it’ free and it might get you started.
(On the other hand the author uses email marketing services from getresponse.com on his site. I wonder why?
John’s comment: Personally I am not a fan of pretty, content rich ezines but there are certainly plenty of use cases for them. Saying that, I find it a good idea to put those ezines online for public viewing and indexing by search engines. Thanks also for the descriptive screen shots, Mike.
John’s comment: Good examples and guidelines for a brand building type of newsletter. Also with pretty screen shots. Nishada lists and explains six important features of such a newsletter. Miss one and you diminish your ROI.
John’s comment: The article I have picked here is from 2010 but still relevant. After a short discussion Mark calls out 6 way you could send more emails to your subscribers without too much risk of annoying them.
Zach Bulygo, How to Keep Email Marketing Manageable (↑) posted at KISSmetrics - Tips, Tricks and Resources for Analytics, Marketing and Testing (↑), saying, “It could be argued that email marketing is a better and more effective form of marketing. Unlike TV, print, and internet ads, email marketing is opt-in, so people are willing and want to read your email messages. Unfortunately, many companies get overwhelmed and abandon their email marketing efforts. How can you set up an email marketing initiative that is relatively easy to undertake and maintain? Well, cover the basics first.”
John’s comment: Zach provides three ways for getting the creative juices flowing. And he discusses them in context of recent real world examples and shows why they work.
P.S.: Perry writes much better copy than I do, therefore, I save you from having to bear with me and urge you to go over to his site and read what he has to say about Google Adwords in 2009/2010 and why you need to get his book.