consultant

How to waste money on advertising

What can I say? I saw a good sized print ad in the local paper. It was totally wrong headed. It was fluffy. Its voluminous size dwarfed by its sheer misunderstanding of how to make advertising work.

How could I not make fun of it?

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The Consultant’s Dirty Little Secret

A wise man by the name of Ed Schwarzkopf once said “People view consultants as guys that know fifty different ways to make love but don’t have a girlfriend”. I’m going to use bad language in this video. Specifically the word “Consultant”.

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Crowdfunding and Marketing. A recent report by Clarity.

Late last year I completed a research project for a client that was interested in crowdfunding. It occurred to me that others might get some value from this research and my experience raising money via the crowd. You can download the report below. The power of the crowd is shaping up to be a valuable tool for entrepreneurs. If/when the SEC decides to let people crowdfund for equity, I believe it will finally become a viable tool to raise capital. My experience with crowdfunding and my research tells me that success is predicated upon a sound marketing strategy. You’ll need to create your program to reach far beyond your friends and family if you are attempting to raise any real money. The most successful crowdfunded projects embarked on significant marketing and promotion campaigns. In other words, they didn’t just rely on word of mouth – they pulled all the levers,[…]

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You’re doing it wrong.

Why would anyone need a plan? That’s no fun. Too much thinking and debating going on. The worst part is actually making decisions. Screw that. Let’s just make web sites and brochures. We all love the pretty pictures. What shall we put in the pretty web site? Oh, let’s worry about that later. We’ll put some five dollar words and stock photos of pretty girls wearing headsets. Yeah, that will work. While we’re at it, we’ll just buy some expensive ad space in the Business Journal. Oh, and we’ll need an ad too. Let’s put our logo in the ad really big and a photo of the city’s skyline. That will rock. And our phone number because once people see our giant logo and the skyline, they’ll be storming our phone lines with their checkbooks at the ready.

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