13 November 2017

The November Flurries

Wind is blowing very which way in The Great Northwest, leaves and branches swishing and diving. 

It seems that way on my computer screen, too. A messy swirl of stories:

Dick StroudDick Stroud’s blog is a good one to steal from. There’s always something there worth filching. One  post mentions a Nielsen Norman Group newsletter:

Horizontal Attention Leans Left
by Therese Fessenden
… Web users spend 80% of their time viewing the left half of the page and 20% viewing the right half…

I’m moving
on this blog

A company I know nothing about, Skyword, and another newsletter:

Have We Forgotten Baby Boomers in Our Race to Lure Millennials?
by Lauren McMenemy
… 79 Percent of Baby Boomers Feel Patronized by Advertisers. Maybe because it seems we are really, really bad at it.

Could be:

Human Resources/Brain Power
"No, I don't think a 68-year-old copywriter can write with the kids. That he's as creative. That he's as fresh. But he may be a better surgeon. His ad may not be quite as fresh and glowing as the Madison Ave. fraternity would like to see it be, and yet he might write an ad that will produce five times the sales. And that's the name of the game, isn't it?" - Rosser Reeves

CVRCompOr you could download the first few chapters of my book © 2005/2007:

Preface - Intro - Chapter One (PDF)

I don’t know what this is, but it looks like something you’d buy a grandchild:


One more flurry:

Good interview with Mark Beasley: Chairman of the MMA
image… In 2013, he co-founded the MMA, a UK-based organisation that aims to address the age myopia of the marketing world. The MMA runs the Mature Marketing Summit, Europe’s leading event for all interested in the subject of marketing and older consumers, now in its fourth year.

08 November 2017

If You build a website, they will come.

I have a client. An entrepreneur. He has a good idea for a service, has a solid business plan. He’s already successful in the Real Estate industry and his business proposition is Real Estate related.

Disclaimer: Rarely do I blog about clients, large or small. I find that writing/talking publicly about any consult or campaign fractures an unwritten confidentiality pledge. Most advertising bloggers follow this rule. So, no names and not much of anything.

We’ve put together good copy, a good website, good graphics, even a handful of down-to-earth short videos. He has a very engaging personality and explains his business quite well. I’m happy with the work we’ve done so far. It’s been easy (don’t tell him that) because he’s a breeze to work with.

The problem is that my client is obsessed with Facebook. He also suffers a bit from a decades-old malady, “If You build a website, they will come.”

Facebook. I’ve blogged about social media advertising for over ten years, have little faith in it. Sure, if you’re putting up a local pizza joint page then Facebook’s great. But marketing this service you’ll have to do a bit of blanketing. It’s not local. It’s super-niche,but has to reach as many eyeballs as possible. Only a small (very small) percentage will be interested.  That percentage will be enough to (likely) ensure success.

I’ve convinced him that Google AdWords might be a smart move. His service is something people would search for, there are only one or two competitive services – so his company would be in the top three unpaid searches. On one screen, he’ll end up with two ‘ads’ instead of one.

But I’d still like to see something in (silly retronym ahead) traditional media. This would give the company much-needed gravitas.

And the right eyeballs.

More info on social media non-advertising:

image03 October 2016
Digital Ad Shenanigans

The advertising industry has been living a lie Mike Shields

10 October 2017
The Pitfalls Of Social Media Advertising

Attack of the Zombie Websites
Posted on October 17, 2017

Craig Silverman Craig Silverman

01 February 2017
Black Ops Advertising by Mara Einstein

Social Media - WOMM - Web Advertising
A collection of posts through the years.

07 November 2017

The Tech Tango, Urban Legends, The Longevity Economy

https://pbs.twimg.com/profile_images/1609225826/Laurie_Orlov_High_Res_Photo_400x400.jpgLaurie Orlov is the go-to person for all things AgingTech. Bookmark her.

For boomers, there is no such thing as keeping up with tech change
Sun, 10/22/2017 by Laurie Orlov
… Tech change is occurring faster than boomers at 64 or 84 will want to use …

Sounds familiar.  From Advertising to Baby Boomers ©2005/2007:

image“The computer/internet ethos for most Baby Boomers is that they pick and choose what technology they want to use, buy, or install. Some are all over Skype, video and music uploading and downloading, research, education, travel planning, shopping—while eschewing blogging, communities, and web page design. Or it’s the other way around. Or variations thereof. When it comes to new technology, most Baby Boomers learn only about what interests them, what they believe will be useful. They don’t feel the need to know everything there is to know about technology, computers, and the web.”

Another recent post from Ms. Orlov:

Five technology offerings for older adults from Connected Health Boston 2017
…. An odd mix of technology service providers, health tech vendors (multiple categories), and startups …

Dick Stroud tweeted:


Yours Truly likewise wonders.

I featured Rick Moody in an August post:

Harry (Rick) Moody, former Vice President and Director of Academic Affairs for AARP, tackles disillusionment in an engrossing piece for The American Society on Aging.

Here’s a fun list of age-related Urban Legends put together by Rick. Patrick Roden’s Aging in Place blog:

Urban Legends on ainginplace.com

Joseph Coughlin of MIT AgeLab has written a new book. He just received a box full of’em:

The Longevity Economy
Joseph CoughlinOver the past two decades, Joseph F. Coughlin has been busting myths about aging with groundbreaking multidisciplinary research into what older people actually want—not what conventional wisdom suggests they need. In The Longevity Economy, Dr. Coughlin provides the framing and insight business leaders need to serve the growing older market…

30 October 2017

They Laughed When I Sat Down To Write Long Copy…

Tweet/retweet from Kevin Lavery:


The Sell! Sell! Blog
by Richard Shotton
… It reminded me of one of my favourite quotes, from Howard Gossage: "People read what interests them, sometimes it's an ad".

It’s what I’ve been saying for years (but not quite as long as Howard Gossage, John Caples, David Ogilvy, I’ll stop here or this post will end up being long long copy).

From Advertising to Baby Boomers © 2005:

CVRComp“Baby Boomers do love to read, often chewing on every single word in a brochure or print ad. They want to know everything about a product.”

”The  real  reason  is that our attention spans are longer. We want to know  more. We need to know more for a product or service to be imprinted.”

Ninety years ago…

"They Laughed When I Sat Down At The Piano - But When I Started to Play!"

Image result for "They Laughed When I Sat Down At The Piano - But When I Started to Play!"

25 October 2017

The Press Release Parade: Halloween Personality Profiling

Has it been this long? 

28 July 2011
The Press Release Parade
imageI’m on the list.

That doesn’t make me special by any standards. Press Releases are like virtual confetti nowadays.

Nowadays still applies. Astoundingly stupid stuff is still sent to me.

For entertainment purposes only, every so often I’m going to feature the silliest ones.  They’re so silly I don’t even have to comment. Here’s the first in a series (with pics inserted by me):

HCCan the Apps on Your Phone Predict What Your Halloween Costume Says About You?
Hi Chuck--
I'm writing to suggest a Halloween story idea for Advertising to Baby Boomers on new survey tech that can predict what your costume says about your personality.

HC4Consider this:
There are 11 personality types (or personas)—and each one maps to a different Halloween costume.

That's according to a new study by *******,  the world’s foremost mobile survey company—which used persona targeting to explore the relationship between Halloween costumes and personality. Its tech looks at the apps survey respondents have on their phones—and identifies their persona based on that information.

HC2So, what does your Halloween costume say about your personality?

***** surveyed 1,000 Americans about their Halloween costumes and used its persona capability to match them to personality type. Note that each respondent can have more than one persona.

Image result for vintage superhero costumeCOSTUME 1: SUPERHERO
53% of respondents planning to dress as a superhero are the "musicfan" persona type (i.e. they listen to music and follow music news). "Gamers" (19%) are least likely to dress as a superhero.
45% of people whose Halloween costumes are inspired by pop culture are the "value shopper" persona type (i.e. like to organize shopping lists and search for discounts). "Entertainment enthusiasts" (43%) are also likely to dress as pop culture icons.
(Note: That’s a Beatle.)
There's a 43% chance people who don this costume are the "sportsfan." The "traveler" persona (39%) is also likely to dress as a politician.
38% of people dressing as an animal for Halloween are "socialites." "Sportsfans" (15%) are least likely to dress as an animal.
Survey says: 51% of Americans dressing as a historical figure are "musicfans." "Productivity boosters" (41%) are also likely to dress as a historical figure.
For more information on *****  ability to target 11 personas in market research surveys, I'm happy to schedule an interview with ******* CEO ******. He is available for interviews by phone, email, or Skype until October 31.
Publicist, PR Hacker

I’m giving him a call November 1st.

More PR shenanigans from the past:

02 November 2011
The Press Release Parade Marches On

19 July 2013
Do PR outfits vet press releases anymore?

And something about the silliness of personality profiling:

17 January 2007
Baby Boomers and The Joy of Tech: Part Two
… There are better ways of slicing and dicing cohorts from raw data than with dubious personality profiling. Such segmentation ends up being an admixture of astrology, psychobabble, and voodoo…

* The kid with the tail is yours truly.