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Content Creation Tips

Ketchup Company Serves Up Ads to Savor

Why do you buy ketchup? That’s not a trick question (and if you’re thinking, “I don’t buy ketchup,” please go with this anyhow). I ask the question because I discovered a great ad campaign recently — for Heinz Ketchup — that gets it right. The campaign slogan: “Celebrating 150 Years of Clean Plates.” The ads…

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Marketing Lessons from an Influential Fisherman

(Author’s note: After posting this, I spoke to the fisherman featured below. He asked me to identify him by name in the post. So, in this version of the story, I have changed the fisherman’s name to respect his wishes.) My buddy Mark is a great fisherman. He fills his social media with photos of…

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Be Careful With Statistics. They Can Mislead.

As I write this, I’m sitting in Nashville, Tennessee, where I’m attending a music festival. Last night I dropped my cousin off at her apartment on the west side of town. We drove 25 minutes and were still within the city limits of Nashville. Nashville covers 526 square miles. St. Louis covers 66 square miles.…

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Video Quick Tip: The Secret to Getting Your Emails Opened

So you want to increase your open rates. Here’s a video quick tip in which MarketVolt President Tom Ruwitch explains how to make that happen.  If you want to increase the open rate for the next email you send, make the email you last sent more relevant, more interesting, more informative. Open rates go down…

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Don’t Waste Time Overdesigning Emails

Photo of graphic designer fussing with color choices

Someone who subscribes to my twice-weekly emails wrote to me recently with a suggestion: Make the emails prettier. My emails are text-only. No logo. No pictures. No colored text. No multi-column layouts. Just copy. “Why pretty ’em up?” I asked. “To make them more appealing,” she said. “If I don’t make them pretty, will you…

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How NOT to Handle a Crisis

LouFest, an annual outdoor music festival in St. Louis’ Forest Park, was canceled this morning — three days before the event. Ticket-holders, vendors, sponsors and lots of other random folks are ticked off. We didn’t plan to pile on. Plenty of people are spreading lots of pixels and ink to describe LouFest management’s incompetence. We…

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Do Your Ads Belong in a Toilet?

An image of a urinal in a e marketing office in St. Louis

I stumbled across this question on an online marketing forum recently: “Anyone tried public toilet advertising? What was the output?” Eleven people responded. Half offered good “output” jokes. Example: “(The output was) piss poor.” Others offered serious, earnest responses… “We did public toilet advertising … and it was amazingly successful.” “Personally I think it is…

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Video Quick-Tip: Ditch the Tricks When Sending Email

A businessman pulls a playing card from his sleeve

Here’s a video quick-tip from MarketVolt President Tom Ruwitch… So here’s a key tip for email marketing. Ditch the tricks. I got an email recently from somebody. The subject line was “re: regarding our conversation.” I wasn’t sure if I knew the guy, I didn’t recognize the name, but I saw that subject line and…

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