The 1st 7 Seconds Rules of Relevance Marketing

January 18, 2010

It’s an axiom out there that the average time a person spends on a web page is 7 seconds.  My corollary to that is that in most cases people give your marketing/sales messages 7 seconds before they decide to continue with it or blow it off and go to the next email, voice mail, letter, [...]

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Save the Best for First

January 10, 2010

Start your message with cliches and who will pay attention to the rest of it? The thing about Relevance Marketing is that it’s so easy to not do it. NOT being relevant is business-as-usual, standard-operating-procedure, and other reasons so obvious we’ve developed cliches to express them. I’m sitting here on a Sunday afternoon writing a [...]

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A Pharmaceuticals Company Does Relevance Marketing Right

November 20, 2009

Are you disturbed by the possible side effects stated in prescription drug advertising on television? Well now Wyeth/Amgen goes against that practice by powerfully using a Relevance Marketing approach with their rheumatoid arthritis advertising. Pharmaceutical ads on the TV quite often traumatize me. In my book listing all possible side effects goes beyond proper decorum. [...]

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pURLs – Relevance in Marketing or Just Expensive Personalization?

October 9, 2009

The Personal URL (pURL) is a direct marketing tactic. Currently, it just might be the most effective method to encourage someone to look at a particular website. This tactic holds a number of possibilities to bring Relevance to your Marketing efforts. I say “might be the most effective method” because you can waste a lot [...]

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Deny Thy Father and Sell with Relevance

September 15, 2009

“But we’ve always done it this way,” can be absolutely dangerous in selling. Of course, so can, “changing things for change sake.” This becomes very apparent when you attempt to bring relevance into your selling. • Has the down economy affected your prospects and clients? • Have you started selling any new products and/or services? • Do you [...]

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One Size Fits All – Poorly

July 28, 2009

My start in Relevance in Marketing, not Relevance in Selling, came in the printing industry. I sold color digital printing presses, which allowed for each printed piece to be customized very differently from the ones before and after. The Real Value of Digital Printing Is Counterintuitive to Traditional Printer-Think The most expensive aspect of printing [...]

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So Close to Relevance and Yet So Far Away

July 9, 2009

One of the great delivery systems for Relevance in Marketing is the digital printing press – variable data capable printing presses able to print one version on one press sheet and a different version on the next press sheet. However, printing a personal message on a high quality digital press doesn’t give you a relevant [...]

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Boards and Nails – Relevance in Marketing on the Radio

June 29, 2009

Have you thought about radio advertising? Radio can be an amazingly effective marketing tool. The radio ad salesperson will give you better statistics than a lot of advertising can provide. Do look at it with the proper amount of caution and excitement. Remember, radio ads are there and then gone forever. They don’t lie around [...]

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Relevance in Marketing Advice from the Queen of Publicity

June 28, 2009

Doesn’t free publicity sound good? Yes, but isn’t it hard to accomplish? It can be, but would you like to know two great secrets to PR success? The definitive book on Publicity for small businesses is Marcia Yudkin’s 6 Steps to Free Publicity. At least that’s my opinion, and thousands upon thousands of small business [...]

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Relevance In Marketing – It Easily Eludes Us All

June 15, 2009

Do you feel like your brochures are never read? Is the response from your advertising lackluster at best? Do you receive the leads you want from your website? Do your prospects respond, “Wow! These guys are talking to me!”? Are you willing to look at things differently to find a possible solution? Relevance in Marketing [...]

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