Robert

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Under pressure to speed up its advertising growth, Facebook has announced it will dump half its more than two dozen ad formats in a bid to make things simpler for advertisers. ... Facebook is ditching several ad formats, such as ads that ask a question or make online offers, as well as the standalone social ads it calls Sponsored Stories, and folding those capabilities into a fewer number of ad types. “The No. 1 complaint of most advertisers was that it was too complicated to figure out which ads to use,”

Wikipedia is the free online encyclopedia with more than 75,000 active contributors that are working on 5.3 million articles in over 100 languages. The Web site is based on the concept of amassing the existing knowledge of humankind in digital form, accessible to everybody in the world that can get onto the Internet. Anyone can post, edit or change an entry, so long as it is not used as a “blog,” “soapbox,” “directory,” “crystal ball” or a forum for “original thought.” The name comes from the Hawaiian, “wiki wiki” meaning quickly. With more than five billion pages and 1.6 million articles in English on

Razor Wars: Little Schick cries foul and the giant is nicked Look over the saga of Gillette vs. Schick-Wilkinson Sword, and you do not find two rivals vying for share of shaver market. This latest decision in favor of Schick is but one small victory in what is a truly nasty, all-out war between a corporate Goliath (Gillette with 90 percent market share) and David (Schick). The conflict is not only being waged in the media and on retailers' shelves for the whiskers of the American post-pubescent males, but also in courtrooms on both sides of the Atlantic. To follow their endless

by Bob Hacker How a product's price and complexity impact which strategy will work in multi-step selling, there are three key drivers many people ignore when they plan their campaigns. 1. The real price of the product. 2. The prospective buyer's perception of product complexity/utility and price. 3. The number of steps in the selling system required to close the sale. Part 1: Basic Strategy In the first part of this article, I will prove why failure to understand how these three drivers can affect program strategy can ensure failure. A client came to us with a selling strategy to sell a product

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