FOLIO: Personalities -- The Blog People Page

Negative advertising in politics has become an expected, albeit contemptible, practice of the campaign season. The only thing that seems to change from year to year is the amount and intensity of the attacks.

But politics isn’t the only sector that embraces it. Consumer and b-to-b marketers have employed negative tactics, headlines and copy to persuade and sell, too, including magazines and publications.

Like the sly serpent, negative advertising needs to be handled deftly. Using a broad definition of the term, here are some perspectives and applications.

In his seminal textbook on direct marketing, Bob Stone observed that yes/no offers generated a higher positive response than those without a negative option. The More...

Online events, such as Webinars, are a cost-effective ways to build your business. Unfortunately, too many are promoted poorly because they’re not promoted enough. This approach leaves money on the table and hinders the growth of your customer file.

However, you can capture those lost dollars by developing a strategic online campaign—a series of coordinated messages fired off during a specific timeframe. Each message or “contact” builds on the previous efforts, giving the series momentum and intensity.

A campaign gives you added advantages: Multiple opportunities to reach prospects, an ongoing conversation rather than a single hit-or-miss contact, the chance to bond with your audience and build a mutually beneficial More...