When developing marketing collateral of any kind, too frequently marketers, designers and others involved in the process too often think more about developing a piece that is “creative†or “cool†rather than focusing on what is most likely to be successful. Don’t get me wrong, creativity is vital to good marketing. I appreciate good creativity as much as anyone. Each year when the advertising awards are presented by the various publications and/or associations, I eat them up with the rest of my colleagues.
However, it is the unbounded or unrestrained portion of the creativity that becomes a problem. This is where marketing is viewed as some sort of mystical process that magically generates business. You get a few really creative people on your team, leave them to their own devices, and “bam†sales come in the door, people give you money, and ideas are espoused. Continue reading
How well do you know grammar? When do you use “its†or “it’s� When do you say “who†or “whom� Does it drive you nuts when people say that something is “ironic†when it is actually “coincidental?†Call me weird, but I like to use grammar and words properly, most of the time. That brings me to the word “marketing.†What does it mean?