How Often Should You Change an Advertising Message? (Way Less Than You Think)

image of a row of Absolut vodka bottles

In 1996, Richard W. Lewis, New York City ad man and executive at TWBA, wrote in his best-selling book The Absolut Book:

The Absolut Vodka advertising campaign has been running nonstop for 15 years, since 1981. This is remarkable because in the advertising business, campaigns can change as often as every year, as marketers attempt to keep their brands’ personalities fresh.”

More than likely you’ve run into one of these ads.

Absolut Clarity used a magnifying glass over the words “Made in Sweden” to bring attention to the fact that, unlike other imported vodkas, Absolut was not made in Russia.

Absolut D.C. was a bottle wrapped in red tape, because, you know, bureaucracy sucks, and Absolut is a great way to cope with that suckiness.

And Absolut Perfection displayed a glowing halo hovering over an Absolut bottle.

The ads made an impact.

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Why You Should Curate Content (And How to Do It Right)

Why are we doing a four-part podcast series about content curation?

Because it’s a concept that is easy to understand, but not always easy to execute. It requires commitment, strategic thinking, and that most precious of resources: time.

But when you do it right, and do it right consistently, content curation can be a foundational building block of your authority.

And if you follow Copyblogger, you know how important developing and maintaining authority is.

In the first episode of this series, Demian and I discuss what content curation is, the benefits of doing it, and provide an overview of how to do it effectively.

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3 Signs Your Content is Too Sexy to Be Taken Seriously

image of a dog dressed in a green doggie bikini and sunglasses

When you’re deciding what content to create for your business, the lure of sexy is tempting.

A new “Top 10″ post goes viral. Or maybe a controversial blog post gets featured on a top site and catapults you (and your business) into the spotlight.

A sudden influx of views, shares, and attention is appealing …

But sometimes showing peacock feathers can have a fleeting appeal if you want your reader to take you seriously in the long term.

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How to Remember Everything

black and white image of an elephant

Stop me when this begins to sound familiar …

You had a killer conversation with a new friend you made at a conference a few weeks ago, but you may have had an extra martini and left their card on the bar.

You and your special someone shared a fantastic bottle of wine the last time you were in New York, but the name of the wine has eluded both of you since that night.

The pimply kid at the oil change place asks, “When was the last time you had your oil changed?” A blank stare is all you can offer him in response.

Sigh. You forgot.

It happens to the best of us, of course, but what if I told you that I (and 100 million of my closest friends) had discovered a way to remember everything in an external brain?

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The 3-Step Journey of a Remarkable Piece of Content

Image of a person hiking in Norway

You know it when you’ve read it.

It’s that blog post, article, video, or speech that changes you.

It touches you. You are so affected by its message you can’t help but share it.

We’ve all experienced content like this. But do we know how to create it? That’s the question. Because consistently creating remarkable content over time is what it’s all about.

You’re aiming to create content that makes people pay attention, think, and feel.

I believe that remarkable content takes a three-step journey.

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Master This Copywriting Formula to Dominate Any Social Media Platform

image of a man at a chalkboard with a long pointer

When you master copywriting fundamentals you acquire skills that you can take anywhere.

Take the Problem-Agitate-Solve formula for example.

The formula works like this:

  • Identify a problem
  • Agitate that problem
  • Trot out the solution

Its applications are endless.

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How Freaks and Misfits Can Succeed in Business: A Conversation with Chris Brogan

Do you refuse to settle?

Do you want to do things your way?

Do you have a different way of looking at the world?

And, most importantly, are you looking for a way to make your weirdness an asset?

If you answered “Yes” to any of the four questions above, then I’ve got a great book recommendation for you.

And the author of said book (you know him well) is this week’s guest on The Lede:

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How to Plug the Holes in Your Content Funnel That Are Costing You Money

image of a woman with short hair and quote Hi, I'm your customer, remember be?

Content is not king.

Yep, I said it. (This guy did, too.)

In the realm of content marketing, the customer is ruler of our domain.

Without falling deep into a series of Game of Thrones allusions, let’s agree that all content must be created with the customer’s needs in mind. Otherwise we are wasting time and resources as marketers.

I’ve already written much on personas and their usages across digital marketing, but it’s tying those personas to user journeys and content that yields remarkable increases in conversion.

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Should Your Site’s Design Be Sexy or Smart?

Image of a Subaru ad at a card dealership that says Sexy is the New Smart

This might surprise you. (It surprised me.)

Since being released in February, Parallax Pro has been the top-selling child theme for Genesis.

No, that’s not what is surprising.

Parallax Pro is a gorgeous theme and the web is smitten with parallax effects. (Plus, the worst fears about parallax are unfounded.) Its enormous sales numbers are expected.

It is sexy — interesting, appealing, exciting. And sexy sells.

Now the surprise.

Would you believe that Executive Pro and Enterprise Pro — two child themes for Genesis that seem to revel in being decidedly unsexy — are also among the best sellers in the StudioPress portfolio?

Believe it.

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SlideShare: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

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Taking a media approach to building an online audience is way more influential and effective than traditional marketing and advertising.

This is true, not because it tricks anyone, but because it gives people what they want in a format that they prefer. And that’s powerful stuff.

How does it work?

Check out our first New Rainmaker SlideShare below, and discover for yourself the eight primary ways that building a digital media platform is more influential than straight up marketing.

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