By John Eberhard I am now in the process of modifying a website that is completely generic. It is for a local business, and it has service pages for all the services the business offers. It has great graphics and well written copy (text) and an interesting design. It...
By John Eberhard Today one of the most important aspects of marketing is figuring out which promotional media and platforms to use. Which media to use has changed dramatically over the last 25 years or so, and is significantly changing all the time. As I have...
By John Eberhard One of the problems with email marketing today is open rates. That’s the percentage of people who open your email. With in-house lists, i.e. lists of clients and prospects, open rates today vary from 15-30%. That means at the high end, 70% of people...
By John Eberhard In the booklet “The Positioning Era” by Jack Trout and Al Ries, they say: “The per-capita consumption of advertising in the United States is approaching $100 a year. And while no one doubts the advertiser’s financial ability to dish it out, there’s...
A common marketing action today is to create what is called a lead magnet. This is often some kind of information product, given away for free, such as a free report or free ebook. I have used this strategy to great effect in certain industries and markets. The idea...
By John Eberhard I had a couple people ask me recently what a landing page is and what it is supposed to have on it. A landing page is a page on your web site where you have someone arrive, or land, when they click on some kind of online promotion. This promotion...
