Monthly Archives: February 2016

What You Say First Counts

Reporters know the most important part of their story is the headline. If your headline does not capture interest, the story won’t be read or listened to.  And your creative writers know that same rule holds true for your commercials. The first three seconds will either capture your listeners’ interest or ambivalence.  So, if what… [Read More]


You know that consumers who don’t want Coca Cola, don’t buy it because they’ve received a 50% off coupon. Consumers who redeem those coupons were already in the market for Coca Cola.  They just paid less than they had planned to pay. So Coke not only took a hit on the profits, they also had… [Read More]