Here’s What ALL Your Customers Are Buying

“Plop, plop; fizz, fizz…oh, what a relief it is!” It was one of the most memorable commercial jingles of my growing-up years….annoyingly so. But this commercial teaches us a wonderful lesson about business and marketing – people buy pain relief. If you’re selling something, you’re making a huge (but very common) mistake by focusing on […]

Welcome To Charlie’s Takeout Char-Broiled Chicken Thighs Served on China

“Can I take your order? You’d like some char-broiled chicken thighs served on china? Well, you’re in the right place!” Is it possible to be a little bit too specific when naming your business? Actually….yes. I regularly advise companies not to be generic about their business name – Enterprise Business Solutions, Inc., for instance, says absolutely […]

Three Words. Twelve Letters. Great Tagline.

It was a total old-school breakfast experience. If you’ve been in the South (or just driven through), you’ve seen the ubiquitous yellow Waffle House roadside signs. These places look like a throwback to earlier decades, including the signage, the pictures on the walls, even the handwritten checks. Since my youngest son had never had the […]

OJD (Obscure Jargon Disorder) – Please Don’t Spread It!

The few moments that you have to get a message across are precious – and yet, the opportunity is often wasted because of a prevalent marketing sickness called OJD – Obscure Jargon Disorder. This is when the words you use bring obscurity, instead of clarity. You open your mouth (or someone clicks on your website), and a fogbank […]