Dahlquist Speakers ad campaign creatively demonstrates USP

Dahlquist Speakers ad campaign creatively demonstrates USP

Copywriting Samples, Design Samples, Marketing Notes
This ad campaign was quickly put together to capitalize on a glowing review in an audiophile magazine. Working to a layout which allowed little room for copy, we had to emphasize the benefits of "audiophile home theater speakers" in 50 (or 40, to be more accurate) words or less. Back in the early 90s, these Dahlquist speakers were designed to deliver the depth and detail an audiophile would expect from…
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Six ways to turn your customers into marketing consultants

Six ways to turn your customers into marketing consultants

Marketing Tips
Your best marketing consultants are closer than you think, and they probably won't charge you a penny. Your clients and customers can give you insight, advice and actual one-on-one marketing you couldn't get anywhere else – at any price. Here are just a few ways to make your customers part of your marketing team. Build a powerful testimonial archive Testimonials are one of the most persuasive marketing tools you can…
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Re-brand and re-position your company to succeed – a lesson from Lisa Simpson

Re-brand and re-position your company to succeed – a lesson from Lisa Simpson

Marketing Tips
In response to derisive comments from brother Bart regarding her new babysitting business, Lisa retorts, "I'm not just a babysitter. I'm in the business of supplying peace of mind for one dollar an hour." What a positioning statement! Lisa has the ability to translate a feature into a benefit, and to define her enterprise not only by the service she sells, but by what the service means to her customers.…
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Four steps to a winning product position

Four steps to a winning product position

Marketing Tips
Forget the daily scramble for a minute, and think about what made you passionate about your business in the first place. Take a fresh look at your product or service and list the things that make it better than competing products or services. These are your features, the built-in factors that make it faster, stronger, more effective, easier to use. Next, make a list of how those features translate into…
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