Blog - Page 52 of 58 - Bob Cargill

07Dec 2004 by Bob Cargill

Why Advertising, Marketing and PR Pros Should Blog (Part One)

Advertising, Blogging, Direct Marketing, Public Relations

Most advertising, marketing and public relations professionals know a blog when they see one, but when it comes to actually using this relatively new, self-publishing platform, there are still many skeptics and naysayers among us. This time next year, however, those people will likely have come to their senses. In 2005, I dare say you would have to be either misinformed or just plain obstinate to not at least consider adding a blog to your business plan. Here are ten reasons why: 1. Blogs are Interactive. In many cases, marketing is a monologue, a well-choreographed sales pitch to an audience of passive prospects. But one of the key attributes of a blog is that it allows readers to provide honest, public feedback that is posted below the author’s spiel. It…

01Dec 2004 by Bob Cargill

Good Juice, Good Guys, Good PR

Cause-Related Marketing, Public Relations

Everybody knows the story of The Juice Guys, Tom Scott and Tom First, who started their company, Nantucket Nectars, by selling juice from a boat off the island of Nantucket, Massachusetts over ten years ago. They were one of the earliest to market in the new-born, new age beverage industry, and, ultimately, one of the most successful. One chapter of their success story, however, that doesn’t get as much attention as their juice, is the one they began writing in 1998, when Tom and Tom (as they are affectionately known), created Juice Guys Care, the 501 (c) (3) not-for-profit division of their widely acclaimed company. Clearly, Nantucket Nectars believes that its high quality standards for its juice should be applied to all aspects of the company, including community involvement. Good…

23Nov 2004 by Bob Cargill

Give Thanks for Bob

Blogging

Direct marketing copywriter Bob Bly, who was quite critical of blogging in a DM NEWS article he wrote just three weeks ago, launched a new blog today, and the reaction throughout the blogosphere was immediate and considerable. (No, I’m not making this up.) Steve Hall, of Adrants, wrote, “The launch of Bob Bly’s blog is welcome. Very welcome.” Rick Bruner, of Business Blog Consulting, opined, “Who’s surprised? Resistance is futile.” Debbie Weil, in her blog, said, “It’ll be fun to see how this plays out in the blogosphere.” And Paul Chaney, of the Radiant Marketing Group, weighed in about Bob Bly with these thoughts: “I think his willingness to give this technology a spin is a signal event…Bob has much to learn about blogging, and we have much to learn…

17Nov 2004 by Bob Cargill

No Holidays for Nonprofits

Fundraising

The holidays are a time for giving, and for many Americans that means giving not just to their families and friends, but also to support their favorite cause. Whether it's out of habit, guilt – e.g., when we stop and think about it, we realize just how good we really have it – or just plain altruism, there’s no question about it: ‘Tis the season for charitable donations. Of course, fundraisers are aware of this encouraging, immutable law of human nature, especially those working for social and human service organizations. In the eyes – and kind hearts – of the public, the condition of their clients appears especially adverse and acute at this time of year. Some of them are struggling in silence all year long, but during the holidays…

11Nov 2004 by Bob Cargill

The Tangled Web We Weave

Blogging

In case you missed it, well-known copywriter and direct marketing guru Robert Bly weighed in last week in DM NEWS with a rather unfavorable opinion on blogging, and was quickly taken to task by those in the blogosphere. Steve Hall, author of Adrants, pulled no punches in saying, “it is clear [Bly] has no idea what he is talking about.” Corporate blog strategist BL Ochman said Bly had written “a rather ill-informed assessment of blogs.” And in her blog, brand strategy consultant, Jennifer Rice, wrote, “obviously this writer didn’t do his homework.” I have to admit, I was shocked to see someone of Bly’s stature and experience with the written word so summarily dismissing the viability of this powerful publishing platform. Like my forward-thinking, early-adopting brethren, the blogger in me…

04Nov 2004 by Bob Cargill

Sox Congratulatory Ads Swing for the Fence

Advertising

Red Sox fans had to endure a long, legendary 86 years since the home team last won the World Series, but less than 12 hours after the latest – and perhaps most remarkable – postseason chapter in Major League Baseball history was put to bed, dozens of so-called “congratulatory” ads were put to paper on behalf of the Boston baseball club. And just like their subject matter, these ads were the center of attention. All eyes were on the BoSox, after all – including everything said and written about these local baseball heroes. So like superstar sluggers David Ortiz and Manny Ramirez, the copywriters behind the headlines were swinging for the fence. And I for one enjoyed this show of creative talent, as displayed in the pages of The Boston…

28Oct 2004 by Bob Cargill

Guaranteed Indeed

Copywriting, Direct Marketing

Benjamin Franklin (1706-1790) was an extraordinary philosopher, renowned to this day for his words of wisdom, but if what he said about life's uncertainties were to still hold true, 21st century consumers might even be more reluctant to part with their money. “In this world,” he once opined, “nothing is guaranteed except death and taxes.” Of course, Ben wasn’t around when L.L. Bean guaranteed the first pair of boots its founder sold in 1912. But seriously, the world in which Ben lived was obviously far, far removed from ours today, a world in which almost everything is guaranteed – and rightly so – by those in sales. As Dean Rieck, President of Direct Creative, writes in a recent (October 18, 2004) issue of DM News, “If you really have a…

21Oct 2004 by Bob Cargill

Scared Into Submission or Frightened Away

Advertising

There are a number of reasons why people are motivated to speak up and take action, many of which could be chalked up to feelings, not facts. Those in the business of proselytizing – such as lawyers, preachers and, yes, politicians – know that much, if not more, about the human nature of their target audience. And so do the more experienced direct marketers and advertisers among us. Play to people’s greatest fears and desires, and chances are they will respond accordingly. You can either place doubt in their minds or provide them with hope on the horizon, depending on the emotions – and response – you want to trigger. This is all easier said than done, of course. It’s not a stratagem to be taken lightly. After all, whether…

14Oct 2004 by Bob Cargill No Comments

The Art of Client Service

Client Service

If it wasn't for a pair of brown leather cowboy boots, my career in direct marketing may have taken a different turn a long time ago. The year was 1984, and I had a great job as a copywriter at RCA Direct Marketing. But when a friend told me about another job as an account executive at Grey Direct, my youth and ambition got the best of me. I applied for it. The interview went well, but word got back to me afterwards that I hadn't dressed the part. Sure, I was wearing the requisite Brooks Brothers blue pinstripe suit, but my feet were covered in Dingo boots instead of classic wing tip shoes. My bad! Today, of course, I would like to believe the fact that I didn't land…