Paid search, otherwise known as pay-per-click advertising (or PPC), has a lot to recommend it: • It’s a superb way to reach new prospects who are shopping for exactly what you sell. • Results are immediate. • Responses can be tracked to the sales level. • You can start on a small budget and scale up or down as […]

Part of the fun in our job is finding the most efficient way to reach a wide variety of markets with specific geographic parameters. The challenge is to find prospects such as these: Affluent homeowners in coastal areas Gardeners in low-rainfall areas Urban homeowners Avid gardeners east of the Mississippi People in USDA zones 7 […]

How to Appeal to Your Buyer’s Heart Advertising appeals fall into two broad categories: the rational and the emotional. The rational relies on facts and figures, charts and graphs. The emotional relies on gut reactions – associations, good and bad, to things we’ve experienced in the past. It’s often said that people are sold because […]

Postcard mailings can be an effective supplement to a marketing program. All too frequently, however, postcard mailings fall flat because they try to do too much or fail to include key components. Here are a few suggestions that will increase your chances of success: Use a Single Focus. Postcards are NOT a substitute for a catalog […]

Want people to buy more product? Visit your website? Sign up for your newsletter? Motivating them to do so almost always involves copywriting. Copywriting isn’t simply stringing together a bunch of words to convey an idea. It’s crafting those words strategically to persuade the reader to take action. The good news is that some basic […]