My 100th Blog Post. Feeding The Beast & The Dark Side of Content Marketing

WordPress tells me this is my 100th post (the celebration commences immediately). So is there a more fitting topic than content based marketing’s need to “feed the beast”?

Want a higher Klout score (thinking it actually means something)? Then work, work, work. Read more, comment more, pass along more, write more. And connect with people you don’t know, but who have higher scores. (By the way, don’t ignore all that other work you have to do – or your family.) Read more of this post

Six Degrees that Deliver Maximum Impact from Direct Response Television (DRTV)

Over the past year, I’ve written a series of articles in Response Magazine that look at ways to get more out of your DRTV campaigns – to deliver maximum impact.

These are the result of an adventure that started when I founded Atomic Direct in 1998. From my work at Tyee, I knew DRTV’s power to create tremendous positive change for clients. But, clients weren’t getting that power. And as a salesman & marketer I knew it was a matter of balance. Because too often our work was primarily A-grade production that masked C-grade communication. Read more of this post

The Good and Bad of Steve Jobs’ Market Research Legacy

Have you heard the “Jobs Excuse”? When someone introduces a bad idea with “well Steve Jobs says” or “…just like Apple…”. It’s an old name dropping game that hopes to make even horrid ideas sound good.

In the world of market research, we hear it most often through one popular quote from Mr. Jobs:

“It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” (BusinessWeek, May 1998)

Read more of this post

Why I Don’t Use Dial Testing (Perception Analyzers) to Research Infomercials

I’ve spent nearly 20 years improving infomercial sales based on audience testing our shows in research. To do this, we don’t use dial groups. That surprises many of my colleagues so I’m regularly asked “why”. Read more of this post