Wolters Kluwers Health is an education publishing giant working to make a splash in a traditionally dry industry. WKH asked Loud Sugar to sweeten up the brochure for their online learning aid, PrepU, to promote to nursing instructors and nursing students. Following the reasoning that someone would much rather read through a magazine than a sales brochure, we created “PrepNow Magazine”, a colorful, cutting edge editorial-esque sales piece that even prior to printing is making waves. Comments from initial readers?
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Get your brain out of the way of your bottom line… When you’re marketing your product, where do you start? If you’re like most people, you start by thinking about it.Makes sense, right? Wrong. But why? Because your customer doesn’t buy with his brain – he makes purchasing decisions from his gut. No, silly, not his actual internal organs, in the place where he perceives instinct, safety, confidence, and cool. Marketers always like to say that we buy based on
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The first thing on your mind is the last thing you should be thinking about. You want to sell more of your product. So do we. But your customers aren’t interested in your product. And you aren’t interested in ours. Here’s a simple, but little known truth: your product is not what your customer wants to buy from you. It sounds wrong, we know. It may even just sound like some clever marketing-speak, or a way of saying “your customer
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Knowing your customer is the first step to a successful business and marketing strategy. Here’s the process that we go through to start every new project.
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It’s true, you don’t matter. Oh, and neither does your product. And, by the way, your company matters even less. We must be joking, right? We’re pulling a fast one here, right? Of course you matter…right? Nope. “But,” you’re thinking, “Loud Sugar is a marketing and advertising agency! You exist because people like me pay you to get other people to buy products like mine. Your rent, your paychecks, your power, your equipment, your colorful shirts and deliciously trendy hairdos
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So, I’m sitting in my office when it happens: I’m ambushed by a sugar cookie with real buttercream frosting. I was completely defenseless. It immediately overpowered me, and before I knew what had happened, it was over. But as I sat there savoring the sweet defeat, something occured to me. Though I have always considered myself a frosting guy, I realized that real buttercream is the only frosting I actually want to eat…and that made me think of your marketing.
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They’re the strongest player in the game. And yet, they’re getting voted off the island. Do you ever watch Survivor? The essence of the show is that a bunch of random people are placed in a remote location and are instructed to survive — not just the surroundings and wildlife, but more importantly, survive each other. Only the players who control perception and outperform the others physically actually survive. Right now, across the country, newspapers are getting voted off the
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I’m ashamed to admit that it’s been a long while since I’ve posted anything here. I’m going to pass the blame along to my bicycle. How come? I’ve been spending a lot of time in the saddle over the past few months. Obviously that’s a horrible excuse for not posting to my blog but it’s what I’m going with until I come up with something better. I’m going to share a little story about how I learned an important business
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Cheap. Easy. Cool. These are the most important things to a college student. Come to think of it, they’re pretty much the only important things to a college student. And the big surprise is, your customer isn’t much different. Think about it, back in college, what did you eat? Whatever was cheapest, right? For example, back in my days of “academics” we frequented a pizza place that cooked up a lactose gut-bomb they called pizza, mainly because for three bucks,
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If it don’t work the first time, it ain’t gonna. “You gotta let it run for awhile.” “It takes thirty seven impressions before a customer responds to an ad.” “Don’t think short term, think long term.” Sound familiar? These are the classic responses from media reps and ad salesmen when asked why your ads aren’t working. And ya know what? They’re all baloney. Here’s a little secret no one in the “advertising world” will tell you: If it’s going to
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