It’s been about thirty years since I read the original text by Al Ries and Jack Trout and I just finished reading the 2001 version. It’s a classic marketing book. Here are a few excerpts from the book.
Positioning is not what you do to a product. Positioning is what you do to the mind
In video and filmmaking terminology, a “transition” could be defined as the way in which any two video shots are joined together.
The first point to understand about transitions is that misuse or overuse of transitions is a sign of an amateur, in the same way that overuse of slide transitions in a PowerPoint presentation … Read the rest
With the advent of modern advertising, and internet marketing technologies in particular, has marketing and advertising become easier, more efficient and less costly?
Or in fact, has marketing become more complex, more misunderstood, less efficient and more costly? (And I’m not even talking about integrating artificial intelligence into your marketing and advertising mix).
Businesses regularly inquire about partnerering with Skyworks Marketing on a 100% or partial Pay-for-Performance (P4P) basis for leads or sales.
A number of variables are evaluated to determine the potential for a win-win partnership with such inquiries. One aspect that can work against a business seeking such a partnership is having a low priced product … Read the rest
The following four stages represent the lead-generation progression for our pay-for-performance (P4P) services. These stages also parallel our P4P trial process, which includes a consultation, a 2-week trial and then a 90-day trial to determine an ongoing P4P partnership.
In brief, the following stages represent our internal lead generation operations and services.
In brief, freelancers are usually less expensive than an agency. As well, often you could expect a larger commitment from a freelancer than an agency. On the other hand, you can anticipate more diversified experience from an agency, relative to … Read the rest
Pay-per-Click (PPC) advertising used to be relatively easy. 15 years ago you didn’t need to know much about the technology, because it was vastly simpler and required a fraction of the choices (and decisions) that are available nowadays. There was also much less PPC competition, so your ads (whether good or … Read the rest
Many moons ago I was shooting still photos for advertising in magazines, corporate brochures, annual reports, etc. The amount of work that can go into making something look simple can be intriguing to folks unaccustomed to what it takes to achieve such.
For example, I’m reminded of another past “simple” looking ad. A racquetball club … Read the rest