Making a splash: win an iPod Nano.

Making a splash: win an iPod Nano.

When we launched our website at getlucid.net, we wanted it to be more than an online brochure, to be a place for business owners and marketers to visit often for useful information, challenging professional insights, and a little inspiration.  Now would be a good time to visit, because we’re giving away an iPod Nano and some other business gifts over there. It’s easy to enter: just answer three little questions in the...

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Simple is hard.

Simple is hard.

A drummer will tell you it’s not about when to play, it’s about when not to play.  It’s the white space – and a single focus – that gives an advertising message impact.  Yet, it’s tempting to put everything about a product in an ad.  The thinking behind kitchen-sink advertising is, if we don’t list all the features of the product, we may miss one that appeals to the target.  Actually, the more you say,...

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The #1 biggest mistake in advertising.

The #1 biggest mistake in advertising.

You’ve seen those commercials, “Thank you for making us the #1 car dealer in Middle Tennessee!”  Or, South Jersey, or the Panhandle, wherever.  The line is usually delivered by the car dealer himself, standing in front of a sea of vehicles on his lot, with lots of cheesy graphics.  Realtors, HVAC and aluminum-siding concerns also favor this type of “you made me great” messaging.  The problem is, it’s not the...

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How (and when) to fire a client.

How (and when) to fire a client.

Clients are hard enough to come by, much less good ones, so firing one is a really big deal.  Think hard about it, then fire them well.  The first step is recognizing when it’s actually time to part company.  Here are some warning signs. You are often angry with the client. If you feel like putting your fist through the wall every time you talk with the client on the phone, maybe it’s time to go.  If you’re mad, they probably are, too.  And...

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