Resources to build and leverage your brand
It’s notoriously difficult to measure the full value of print ads. It’s simply impossible to track every conversion or to measure the impact of exposing your audience to your brand. But that doesn’t mean print ads aren’t valuable. In fact, they play a vital role in branding, and psychology teaches [...]
Nearly a century ago, a team of psychologists led by Edward Thorndike discovered that when military officers evaluated soldiers on a variety of qualities, one rating would always affect the others. If a soldier was rated high for their physical appearance, they were also perceived as smarter, better leaders, and [...]
It’s nice to imagine that if you present the right facts and statistics, the sheer weight of your logical arguments will convince people to buy your product or service. But that’s not really how most people make purchasing decisions. While facts, logic, and statistics are important, emotions play a critical [...]
Say your sales reps have a booth at a conference they’ve never been to before. They prepare to spend plenty of time introducing people to your brand, explaining what your organization does, and discussing how your product or service helps people. But before they even get started, everyone says, “Oh, [...]
Every brand has a story. It’s the reason you exist. It’s what you do. It’s the problem you help your customers solve and the aspirations you empower them to fulfill. Maybe you inspire people to have a positive impact on their community. Or you equip pastors to lead their congregations. [...]
Nobody would be surprised if a pastor kept a Bible dictionary open while reading a theological commentary. When you read highly academic texts, you need tools to help you understand complex terms that the author doesn’t take the time to explain. But marketing isn’t academic, and your audience shouldn’t have [...]
You have an overwhelming number of advertising options. So how do you ensure that you’re connecting with the best possible audience in the best possible ways? Today’s digital advertising heavily emphasizes the power of data—which is important, because it helps you connect with the right people and produce the most [...]
It’s no secret that print advertising is declining. Magazine print ad revenue fell 16 percent in 2017. But what most people don’t realize is that this decline isn’t an indicator that print ads are becoming less effective. The reality is advertisers have more choices about how to spend their ad [...]
In 1994, the first banner ad forever changed the landscape of the Internet. Today, advertisers spend more than $16 billion a year on display advertising. And as the way people use the Internet has changed, so has the way we advertise. From popups to paid search ads to in-app video [...]
"Brand awareness" isn’t a goal digital advertisers use much—it’s a lot harder to translate into dollars and conversions. But just because it’s harder to measure doesn’t mean it isn’t important. Branding still impacts your bottom line. Here’s how: Branded search traffic When people know who you are and what you [...]