I wrote the following in 2004 then discovered Claude Hopkins’ book Scientific Advertising from the early 20th century. I was…
Direct Response
Companies spend millions creating innovative products hoping to build a secure future. Then most often they introduce those products to market…with ineffective communication. These days…
This original article appeared in the March 2016 edition of Response Magazine. It is slightly modified. Longer TV spots —…
I’ve spent a career introducing innovative new products at retail and know how challenging it is to make them succeed. And today, as…
Why do companies stop thinking outside the box when it’s time to go to market? If you hang around the…
The following first appeared in Response Magazine, December 2015. Some edits have been made (original article link here). The idea of…
Tech industry investment money has generated what it wanted – a perception within the TV biz that “old TV” is dying…
Modified a JFK attributed quote for this title. But also thought another modification explains a lot about one of the biggest hassles…
We founded Atomic on the premise that DRTV drives sales through all channels – what has now become known as…
Quite often businesses succeed in spite of specific choices – not because of those choices. Yet most never stop to…