How to Increase the Conversion Rate on Your Ads

Make your advertising dollars count. August 29, 2019 2 min read Opinions expressed by Entrepreneur contributors are their own. In this video, Entrepreneur Network partner Eric Siu discusses five rules that can lead to more conversions on your social media advertisements.  To start, Siu emphasizes the importance of a good headline on your ads. Once you publish the headline, you should already have used half your marketing budget. When people visit Facebook, one of the first pieces of advertising copy they see is the headline.  Next, your customers need to see how your product can improve their lives. For instance, when you offer a cure for skin problems — you are not just offering a respite from troublesome blemishes, but also added confidence.  Furthermore, Siu recommends offering unique features alongside solutions that solve customer problems. This solution, ideally, should come attached with a deal. To hear all of Siu’s tips for improving your advertisement conversion rate, click the video.  Related: How to […]

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When It’s Time to Get Serious about Your Content and Copywriting

We write a lot about the importance of creativity in content marketing. Generic, flavorless content has very little chance of getting noticed in the sea of content that’s generated every day. Pros know that creativity needs to be harnessed to professional discipline. Creative work is work, and it calls for a serious mindset. And when your creative work is directly tied to a company’s revenue (and the grocery bills and mortgages of everyone who works for that company), there’s no time for self-indulgence. This week, we offered three posts about the power of creative discipline. On Monday, Stefanie Flaxman talked about how people perceive the writing life, and what it’s actually like. While from the outside, professional writers sometimes look a little fuzzy, working writers know what it’s like to keep wrestling with a piece when everyone else has gone off to hit Happy Hour. On Tuesday, Beth Hayden shared […]

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13 Timeless Lessons from the Father of Advertising

In 1962, Time magazine called David Ogilvy: “The most sought-after wizard in today’s advertising industry.” During his years as an advertising executive and copywriter, Ogilvy created some of the world’s most successful and iconic marketing campaigns, including the legendary Man in the Hathaway Shirt, plus notable efforts for Schweppes, Rolls-Royce, and the island of Puerto Rico, among many others. Ogilvy was one of the pioneers of information-rich, “soft sell” ads that didn’t insult the intelligence of the prospect. Ogilvy’s successful advertising campaigns demonstrate how to persuade prospects, influence readers, and create memorable, evergreen content. But “The Father of Advertising” also has plenty to teach us about productivity, branding, research, and ambition. Let’s look at some things David Ogilvy had to say, and what we can learn from each of them. On creativity and creative process “In the modern world of business, it is useless to be a creative, original thinker […]

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How to Bring True Diversity to Your Marketing by Eliminating Tokenism

I sat down with my daughter Reiko for a short video discussion about diversity in marketing. Reiko is a half-Japanese Millennial and my co-author of our new book Fanocracy: How to Turn Fans into Customers and Customers into Fans which will release January 7, 2020 from the Portfolio division of Penguin Random House. Related posts: How to Turn Fans into Customers and Customers into Fans What is Elizabeth Warren a Passionate Fan of? What is Fanocracy? What is Beto O’Rourke a Passionate Fan of? How to Cultivate True Fans (FS294) 3 No-Cost Marketing Tactics You Can Use Right Now to Bring in More Sales Money Might Not Bring You Happiness, But It Can Bring You Freedom People Buy From People: Five examples of how to bring the humanity back to marketing

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Here’s How to Manage Your Bosses

If I may be so bold as to boil down into a single word the thousands of conversations I’ve had about marketing over the past several decades, as well as my more than a dozen years’ worth of blogging and the contents of my books, it would be this: attention. Entrepreneurs, CEOs, and business owners want people to pay attention to their company. Marketers, PR pros, advertisers, and salespeople are on the payroll to generate attention. Related posts: How Learning to ‘Manage Sideways’ Can Totally Transform Your Career Efficiently Manage Projects and Get More Done with This Useful Tool How to Manage Stress, Anxiety and Burnout How to Effectively Manage Engagement for Stronger Influence How to Manage Stress and Anxiety as an Entrepreneur How To Seal The Deal By Understanding The 3 Phases Of The Customer Buying Cycle The Voice of Authority? When the Salesperson Was the Expert No Bosses, […]

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The Top Three Amazon Advertising Ad Formats to Leverage for Mother’s Day 2019

Learn which format is right for you. May 2, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. This year, Mother’s Day spending in the United States is expected to reach $25 billion, up from $23.1 billion in 2018. 84 percent of American adults are expected to celebrate their mothers and other women in their lives.   Consumers plan to purchase tangible gifts like greeting cards, flowers, gift cards, clothing or clothing accessories, jewelry, housewares, books and CDs and consumer electronics, all of which are available for sale on Amazon. With free two-day shipping on over 100 million items for Prime members, morphing into free one-day shipping, consumers can shop for Mom last minute without breaking a sweat. If your brand sells to or on Amazon in those categories, you can take advantage of the occasion to promote your products to an eager, high-converting audience using Sponsored Products, Sponsored […]

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Creating LinkedIn Ads That Convert Like Crazy

The following strategies will help you create ads that make prospects want to click and buy. April 29, 2019 6 min read Opinions expressed by Entrepreneur contributors are their own. The following excerpt is from Ted Prodromou’s book Ultimate Guide to LinkedIn for Business. Buy it now from Amazon | Barnes & Noble | Apple Books | IndieBound Everyone sees thousands of ads every day, so it’s hard to break through the clutter and grab someone’s attention. You need to interrupt a viewer’s thought pattern without being annoying. If you pique their interest, they’ll click on your ad to learn more. If you don’t grab their attention in a second or two, they move on and can subconsciously block you out in the future. This is why you need to carefully plan your LinkedIn ad campaigns to get the most for your dollar. The key to writing successful online ads […]

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Advertising is Changing — Know How to Lean into the Change

Opportunities are emerging as brands shift strategy for creating content, advertising and reaching consumers. March 26, 2019 5 min read Opinions expressed by Entrepreneur contributors are their own. It’s more important than ever that organizations harness the power of creativity. This isn’t solely about artistry. Creativity spans every profession and job from a data scientist to a marketer to the CEO. According to LinkedIn, organizations need people who can innovate, problem-solve and develop new solutions — all of which makes creativity the number one skill in the world. Visionary innovation and invention require the right tools to create content that inspires creativity. Ironically, creativity is more dependent than ever on the right tools, data and systems. Adventures in creativity also depend upon a relaxed mindset that cannot occur within a toolless environment. Most creatives, designers and producers are familiar with Adobe’s Creative Cloud. It’s the undisputed standard when it comes to helping […]

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Here’s what you need to know

Over the past decade, clickbait headlines have proliferated on all sorts of Web content. They have shown up on blogs with increasing frequency “The 5 social media marketing secrets to drive your business now” and they appear on sponsored content on media sites all the time “7 heart-warming photos of babies that you won’t believe”. Now I’m seeing clickbait headlines on the websites of mainstream media sites including the Washington Post and New York Times, frequently including a phrase similar to “Here’s what you need to know”. Related posts: Effective Facebook Marketing Strategies for Business Owners How To Build Business Momentum and Escape the ‘6-Figure Hamster Wheel’ Facebook: Don’t Even Think of Trying to Bait Our Users In a World of Social Media, Content Is Even More King Amazon Boosts Minimum Wage to $15 Per Hour Mixing Business with your Personal Life on Social Networks Your Website is a Company […]

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Here’s the Ad for Pre-Rolled Joints ABC Wouldn’t Air During the Oscars

Cannabis companies keep producing the best ads and television networks keep refusing to show them. February 27, 2019 4 min read If three is a trend, there is a definite trend in the cannabis industry of successful companies making exquisitely produced television commercials that TV stations and networks won’t run. Lowell Herb Co., the dominant pre-roll brand in California’s immense legal marijuana market, has joined Acreage and MadMen in the select group of cannabis companies with classy commercials barred from over-the-air television. The 90-second ad, titled “Finally,” was directed by the award-winning director Cutter Hodierne and features actress Bella Thorne with voice over by actress Sasha Lane. Lowell wanted to air it during the Oscars, at least locally in Los Angeles where their headquarters are located, but ABC refused. “It’s a new day and the whole world is opening its eye to the truth about this miraculous plant,” Lane says […]

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When Brands Advocate Social Causes, Authenticity Is Key

Remember the controversial Kendall Jenner Pepsi ad? Contrast that with the props Gillette received for its “The best men can be” ad. February 7, 2019 4 min read Opinions expressed by Entrepreneur contributors are their own. YouTube users will have some trouble finding an official version of Kendall Jenner’s 2017 Pepsi commercial. The controversial ad, which featured this popular young influencer navigating through a swath of protestors to offer a police officer a can of soda, was met with condemnation and pulled off the broadcast and digital airwaves not long after its release. Related:  Critics said it showed disrespect to protestors in the Black Live Matters movement and seemed as though it was trying to mirror the now-famous photo of the young black woman peacefully standing her ground in the path of police.  Overall, the Jenner snafu had consumers and media professionals questioning how brands can effectively advocate for causes, let […]

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I Downloaded All 840MB of My Facebook Data. It Was Boring, Baffling, and a Bit Scary.

If an online product is free, then you are what’s for sale. Related posts: Mozilla Pulls Facebook Ads Over Privacy Flap Here’s How to Check If Facebook 3rd-Party Apps Have Access to Your Personal Information Can We No Longer Trust Facebook? How to Tell if Cambridge Analytica Scraped Your Facebook Data Facebook to End Targeted Ads Built with 3rd-Party Data Mining Facebook Denies Collecting Call and SMS Data Without Permission Is Facebook and Twitter Killing Your Data Plan? How To Stop It 4 Ways to Reinvent the Facebook/Google Data Model in the Wake of Cambridge Analytica

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What’s Your Price?

As I write this, it’s not even 8:00 am on Cyber Monday and so far, I’ve received 33 special deals via email. There are even more offers on my social media feeds. How your organization prices its products and services is a choice. Rather than default to what everyone else does like offer a sale today, you need to figure out what is right for you. Related posts: 5 Tips to Boost Your Ecommerce Sales on Cyber Monday How to Create a Unique Logo Design in 60 Seconds with Designhill Announcing SPI-ber Monday Deals! You Have to Pay the Price to Achieve Success Trade Wars: Who Pays the Price? How to Price Your Product for Long-Term Success SPI 222: The Right Products at the Right Price Point with Ramit Sethi Business Travel Costs Are Expected to Rise — Here’s How to Negate the Price Bump

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Nike Video Featuring Women And Sport In Mexico: Unstoppable Together

I really like the recent short film by Nike Mexico called Juntas Imparables (“Unstoppable Together”). The film showcases women overcoming obstacles to achieve their goals in a fun and humorous way. As such is an interesting example of how to appeal to a specific buyer persona. Related posts: Nike Video Featuring Women And Sport In Mexico: Unstoppable Together Nike Made $6 Billion From That Colin Kaepernick Ad. Here’s What All Brands Can Learn. Faulty Update Bricks Nike ‘Self-Lacing’ Smart Shoes Nike High-Tops Split Open Mid-Game, Injuring Duke Basketball Superstar Zion Williamson (60-Second Video) 15 Traits of Unstoppable People SPI 272: Starting and Running a Business as a Couple Featuring the Bakers Papa John’s Has Created a Social Media Ad Featuring Negative Customer Tweets That’s Been Watched 1.7 Million Times Nike Stokes Controversy With Kaepernick Just Do It Advertisement

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Nike Video Featuring Women And Sport In Mexico: Unstoppable Together

I really like the recent short film by Nike Mexico called Juntas Imparables (“Unstoppable Together”). The film showcases women overcoming obstacles to achieve their goals in a fun and humorous way. As such is an interesting example of how to appeal to a specific buyer persona. Related posts: Nike Video Featuring Women And Sport In Mexico: Unstoppable Together Nike Made $6 Billion From That Colin Kaepernick Ad. Here’s What All Brands Can Learn. Faulty Update Bricks Nike ‘Self-Lacing’ Smart Shoes Nike High-Tops Split Open Mid-Game, Injuring Duke Basketball Superstar Zion Williamson (60-Second Video) 15 Traits of Unstoppable People SPI 272: Starting and Running a Business as a Couple Featuring the Bakers Papa John’s Has Created a Social Media Ad Featuring Negative Customer Tweets That’s Been Watched 1.7 Million Times Nike Stokes Controversy With Kaepernick Just Do It Advertisement

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3 Ways to Protect Your Company Against Pervasive Ad Fraud

Never deal with anyone you can’t talk to. August 28, 2018 5 min read Opinions expressed by Entrepreneur contributors are their own. What exactly is ad fraud? Tech Target’s Margaret Rouse says ad fraud is a type of scam in which the perpetrator fools advertisers into paying for something that is worthless to them, such as fake traffic or ineffective ad placement. It’s a lethal rip-off in the digital advertising arena, and it’s on the rise. Advertisers will lose an estimated $19 billion to fraudulent activities in 2018 alone, according to a recent study by Juniper. It’s very easy for a get-rich-quick scammer to create a phony website, stuff it with keywords, and get the site to rank higher on Google. Then they can sell ads to advertisers for whom those keywords are relevant. Related: 6 Sneaky Ways Your Competitors Are Keeping Ahead of You The result? The scammer makes […]

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Consumers Don’t Have an Attention Problem. It’s Just That Your Advertising Isn’t Very Good.

July 13, 2018 4 min read Opinions expressed by Entrepreneur contributors are their own. If a brand releases an ad and no one sees it, is it still called “advertising”? People have more tools than ever before to skip out on ads entirely. More than three-fourths of the people in North America engage in automated ad-blocking, and 10 percent of them block ads across four kinds of media or more, according to Deloitte. Much like the question of trees falling in forests, what good is a brand’s message at a time when people generally don’t want to hear its sound? Related: Forget Everything You’ve Heard — Fear Doesn’t Sell Ad units are shrinking in the wake of ad-blocking technology, but human attention span remains unchanged. Today’s consumers are surely more distracted than any previous generation, so they guard their attention spans more mercilessly. When advertisers can successfully command that attention for […]

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Avoid ‘All-or-Nothing’ Advice to Get Smarter about Your Business and Marketing

Most sites that teach digital business and marketing have absolutist prescriptions. “You must do this.” “You must never do that.” But the web is a complicated place. And rigid, black-and-white advice will only take you so far. This week, we talked about three ways to navigate the subtleties of conducting business online. On Monday, Stefanie Flaxman outlined five types of audience members you can safely ignore. Our audiences are the source of all of our success as business owners, but if you listen to everyone, you’ll stop dead in your tracks. Here are five kinds of site visitors you can feel free to turn the volume down on. On Tuesday, Facebook ad copywriter Sean Flanagan shared some of his tips for writing Facebook ads in more “sensitive” topics. It can be tricky to find the balance between what works and what Facebook will approve, but Sean has four techniques to […]

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Old Rules of Marketing vs New Rules of Marketing

Many people have asked me to sum up the ideas of my international bestseller The New Rules of Marketing and PR into just a few words.  Related posts: The New Rules of Marketing and PR 6th Edition Audiobook Out Now Why Setting Rules Can Help You Balance Your Work and Personal Lives Affiliate Marketing Strategies – How to Adapt to the Changing Times When The Boss Says “No!” To New Marketing 7 Rules for Shipping Internationally 4 Rules to Keep in Mind When Looking for a Mentor 5 Rules for Staying In Charge of Your Inbox GDPR Rules, Fines and Compliance

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How to Write Facebook Ads that Get Approved

If you’ve spent any time in marketing discussion groups, you’ve probably heard how difficult it can be to get Facebook to approve your ads … depending on which industry you’re in. You may have thought: “Zuckerberg sure seems like a tyrant who hates marketers.” But when you look at ads from Facebook’s point of view, things seem a lot more reasonable. When you understand this perspective, you will see how seemingly small nuances in your writing can make the difference between ads that run and get you results … and ads that no Facebook user will ever see. By the way, just so we’re clear: I am not a representative of Facebook. The advice I’m giving you here is completely from the perspective of a marketer who writes ads for their platform. And the copy examples are just to show the concepts — don’t take them as word-for-word prescriptions. Also, […]

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