By Alade Fawole Up front: this write-up is not about fake news! It is instead about the reckless and unguarded utterances and statements of our public officials that are capable of delegitimizing the country and its governance institutions at home and de-market Nigeria in the eyes of the rest of the […]
Year: 2019
Here are fifteen advertising rules to remember. Teaser ads are worthless. A teaser ad is an ad, usually one of a series, which alludes to a forthcoming product. The teaser ad does not tell the customer the product or the brand. No one cares about the tease. No one is […]
Your customers are very smart; after all, they decide to do business with you. Thank the customer. Thank the customer with sincerity. Praise the customer. Congratulate the customer. But do so sincerely. If you aren’t sincere, the customer will sense cynicism, not sincerity. There are oodles of ways to say […]
There is no better way to follow the cliché “Stay close to your customer,” than to be your customer. Experience doing business with your company as much as possible, the same way your customer does. Read your company’s product advertising and sales literature. Have a non-knowledgeable friend read the advertising. […]
Never use the personal pronouns “I”, “me”, “we”, “us”, or “our” in advertising, packaging, sales literature, or anywhere else in marketing communications. “We” is about the marketer. Customers do not care about the marketer; they care only about themselves. “We” is in the first person. The only person that is […]
By Dennis Alemu Whichever way one may look at it, governing a nation is serious business. That is why in the advanced democracies, those who aspire to occupy public offices, especially at the highest levels, are subjected to the highest level of public scrutiny. They do this with the clear understanding […]
Advertising messages must be grounded in the benefits of the product. The subject of the ad is the hero of the ad. Always put the name of the hero in the headline, or in a prominent subhead. Always put the brand name or company name or both where your customer […]
Business-to-business marketers, start-up companies, and even technology-based companies are realizing more and more what consumer packaged goods companies have known since 1900: Brand names are important; so important they are often a company’s most valuable intellectual asset. However, many companies do not have the resident brand name development expertise required […]
The single most important ingredient for a successful business is having a customer. A customer is more important than a business idea, the technology, financing, management, or anything else. Marketing superstars get and keep customers. Customers (people) buy to feel good, or to solve a problem. Customers value the solution […]
Certain companies consistently lead or dominate, their industries. They are feared by their competitors. Here are the reasons why they lead: Marketing, in all forms, in detail, is the driving culture of the company. Getting and keeping #1 or #2 market share in their selected niches is their most worthy […]
