Far too many sales letters, web pages and other marketing material fail because the reader isn’t told what to do, what action to take, where to go or how to order what’s being sold.Imagine you read an advertisement for something you rea...read more...
I love fairs! Anywhere there's a bargain to be snagged, you'll find me rummaging through the boxes, tables and car-boots for undiscovered goodies. So, it was with great excitement that I received a flyer in the mail for a fair at a local college.At l...read more...
I phoned my girlfriend on Sunday night to see how she was after an operation. A strange male voice I didn't recognise answered with, "Hello?". I apologised, said I had the wrong number and hung up. I checked the number and redialled. Same response. S...read more...
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I’d like to begin by telling you a story. I visited Big Boys’ Toys expo with the sole aim of learning how companies are currently marketing to men. My objective was to get on as many mailing lists as possible, so I busily filled in forms on which I divulged my email and postal addresses in the full expectation of being deluged by companies wanting my business.
And was I? Not a bit. I could count on one hand the number of companies which followed up with me. One or two sent text messages, one even kindly offering a contraceptive product I was the wrong gender and demographic to use, but generally the post-show marketing efforts were extremely poor.
Which meant that these companies largely wasted their money. Certainly, they made sales at the show, but what about those potential customers who were not ready, were not in the position to or were unwilling to buy at the time? Why did they not want to tap into this lucrative market?
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