Where to invest your marketing money, free audio series, IBM suggests where NOT to buy software, and meaningless promises
A few people take the trouble to write to me and comment or suggest things, which I do appreciate.
Today my main challenge is to make a chili to poison the guests at my son Phil and his wife Megan's annual Christmas bash, but Robert Currey wrote to me about a (very good) blog by photographer Trey Ratcliff and asked what I thought.
Trey decided to measure the performance of his advertising in magazines - a blindingly obvious idea ignored by the fools in big firms who think marketing means just spraying money around at random with no regard to the results.
He concluded that print is now a waste of time. and we should throw everything on-line. Robert asked me if I agree. Here are some thoughts for you.
1. In the days back when I compared the ROI on advertising in trade mags with direct mail a couple of times. Direct mail did four times better. One reason, I think, is that most trade mags are tripe.
2. However, most advertising in mags is as bad as the editorial, so good ads work, as they shine out like good deeds in a naughty world.
3. Most people who use the internet haven't a clue and can't be bothered to study. It is NOT easy to understand. The water is muddied by thieving rogues who tell you all you need is either a) traffic b) good traffic c) be at the top of the Google rankings d) "my secret super launch formula" - that's made me a fortune out of mugs like you.
4. You must attract the right people - thousands of them; you must get them to give their details; you must follow them up with an endless series of messages - on auto-responder and otherwise - that are interesting, relevant and helpful enough to make them buy eventually. You must use all available channels (this one for example). A whole lot easier said than done when so few people can think clearly, write well, or even take the trouble to bloody count.
The chortle was the second of the day as far as he's concerned. He's written an autobiography that's promoted in posters as the man who tells it to you straight. What a comedian.
I don't know who is worse - him with all the crooked cronies he had around him - or Boris Johnson who in his first two years pissed away £9 million on "consultants". But I do know that every time I read the words "vow" or "pledge" a lie is not far behind.