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Checklist for Becoming an Innovative Small Business Marketer

by Dan Kennedy01.05.2010
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When clients retain me as a marketing consultant they’re actually paying for two basic things, experience and innovation. Experience can be gained in only two ways, through your own situations or by reading and hearing about other situations. Innovation though is a method of thinking.
The first thinking that I do when facing most small [...]

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Unique Selling Proposition vs Dumb Slogans

by Dan Kennedy10.06.2009
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I was reading an extensive survey to measure the impact of advertising slogans. Among the slogans and advertising tag lines for 22 of the biggest U.S. advertisers, only 6 were recognized by more than 10% of the consumers surveyed.
In other words, not even 1 out of 10 consumers could correctly identify 90% of the slogans. [...]

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