Category: Marketing Tactics

Scratch File

I’m a morning person. I do my best writing early in the morning, when I’m fresh and distractions are limited. But, that’s not when my best ideas usually arrive. My best ideas come late at night or when I let my mind wander during manual tasks, like washing the dishes. Unfortunately, by the time I’m

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How much fraud is too much?

Seems like an odd question. It feels like the answer should be that any fraud is too much, right? When it comes to programmatic display advertising, I’ve seen estimates that peg fraudulent clicks somewhere between 17% to 40%. If that’s the true, should you invest in this channel, or are you destined to be taken

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Direct mail is dead

Or, at least, that’s what I’ve been hearing regularly since sometime in the late 1990s. Yet the mailbox outside my front door is still full of catalogs, many from companies launched long after the supposed death of direct mail. It’s true that mail volumes are down significantly since their peak. The graph below suggests it’s

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Say it in half the words

A quick tip to instantly improve any writing: Cut half the words from your current draft. Then, after you’re done, do it again. There’s a common myth that Charles Dickens was paid by the word, which was supposedly the driving force behind the page count of his novels. While not true for Dickens (his novels

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Averages and outliers

The average adult male is 5’9″ tall. But, that doesn’t tell you anything about the average height of NBA players. The average new car sold in the U.S. can drive around 25 miles on a single gallon of gas. But, that doesn’t tell you anything about the fuel economy of a Toyota Prius. And, in

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What’s that an ad for?

“That’s an ad for wearing the color blue…” I was making conversation with my kindergartener, asking her impression of the TV ads we saw while waiting for our pizza at a local place. I filed away that adorable little nugget to share with my wife later. In retelling it, I realized something important. Nora’s comment

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