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Family TVDuring “Super Bowl Season” , we’ll hear a lot of buzz in the media and around the water cooler about this commercial and that commercial. We’ll hear people talk about commercials that made them laugh, ones they really “liked,” ones they thought were clever, or otherwise held their interest.  We may hear, often, “Oh, you’ve gotta see this one…”

Many marketers will take that kind of feedback to mean they’ve got a winner on their hands. They will believe the buzz is positive feedback,  suggesting the message is being successfully received. “If you love the ad, you’ll love the product…” is the mantra that is often used to sell clients on why such advertising is a good use of their marketing budgets. If only it were so.

Just because the commercial is buzzworthy doesn’t mean we’ll like the product nor does it mean the campaign will accomplish what it is supposed to accomplish, which is to get RESULTS. Often “results” is measured in sales. As David Ogilvy famously said, “If it doesn’t sell, it isn’t creative.” Even tons of media attention and all the buzz in the world won’t guarantee that.

But to be entirely fair, having a “fun” message isn’t  a totally bad thing. A story that reflects the benefit can be good, and the more fun the story is, the more memorable it may be. Or if the ad is a component part in an overall strategic theme, it may turn out to be very effective. Getting the desired results may also take a while, and the need for a long-term perspective is worth mentioning, too. But at the end of the day, let’s not forget that good marketing gets results, and “results” usually means it sells product!

 The only purpose of advertising is to make sales.  It is profitable or unprofitable according to its actual sales.” – Claude Hopkins, My Life in Advertising



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Next time you hear a word or phrase you aren’t familiar with, visit  wordspy.com for some insight.

They offer a quick way to look up a word or terms or sayings that are part of the popular culture so you can be informed without having to ask anyone!



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The perfect Tweet?

By Dr. Burt Smith January 14th, 2014

Below is a link to an article shared in a Tweet by Tim Berney, founder and president of VI Marketing and Branding. Tim spoke to an entrepreneurship class of mine a while back, as he has done many times over the years. This very successful entrepreneur gives his time and wisdom to the class, and sticks around afterward to visit with students individually about their business goals. This is because, like most truly successful people, he believes in helping the next generation on their journey.

One very clear, very important message he shared with these entrepreneurs-in-training is the unavoidable necessity of hard work in being successful at any undertaking.

That reminded me of a Tweet Tim had shared some time ago.

Incidentally, if you’re looking for a crash course in how to use Twitter to build your brand, without alienating your followers with the usual, useless, boring chatter that’s most often seen on Twitter, Tim’s Tweet below is a near PERFECT example.

What he’s done is share a RESOURCE with his followers, which in this case is an article about entrepreneurship. Your followers are busy people, after all, so when you find something that could benefit them but that they might not otherwise discover on their own, sharing it with them is a great service on your part. It’s something they’ll value and appreciate.  Tim has additionally added his own comments on the article, thereby making the find that much more valuable to his followers or anyone else who reads it because we benefit from his perspectives on what we’re about to read. Powerful!

Check out the Tweet and the article to see for yourself…


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welch jack straight from the gutIn his autobiography, Jack: Straight From the Gut, Jack Welch, arguably the greatest CEO of all time, makes an insightful proclamation:  Companies can’t give job security. Only satisfied customers can do that.

If you own the business, there’s your formula for success. If you happen to be the employee of an organization, the formula works for you, too. Become the model example of how to satisfy customers and you’ll not only find job security, you’ll find you’re in great demand in any economy.

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