Posts

Why Andrew Will Never Get Fired From His VP Marketing Position

I gave a talk at a Marketing Conference recently. I began by asking a question of the participants that went something like this:

Imagine you are running a marketing department (most in the room were) and you’re allowed only one excellent skill set (the rest being meh) to help you as you try and meet your objectives. Which of these would it be?

  • Tremendous design skills
  • Tremendous copywriting or persuasive communication skills
  • The ability to split test
  • Building brand through excellent social media campaigns
  • The ability to find pools of interest, media buying

After allowing the audience to debate amongst themselves for a few minutes, I asked for ‘pitches.’ Some said Design was crucial to get people to notice ads at all; others said Copywriting was crucial to present an argument for someone to take action. I heard a compelling argument about how filling a trout pond with more trout gives you a better shot at catching fish, i.e., Media Buying. And there was some gibberish about Social Media. Read more

Is Your Website Design Getting In the Way?

Discover Lost Revenue by Shifting How You Communicate Your Business Online

A common misconception about website optimization is that graphic design and “cool features” will drive the best returns.  Designers will focus on “brand integrity” with slick images and fonts creating a beautiful presentation of your business online. Clearly, you want your best foot forward as this is your opportunity to make a first impression online. However, you can get lost focusing on the design and lose sight of what the user of your site is looking for – INFORMATION.

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