Generative AI is revolutionising the way we create B2B electronics written content aimed at helping electronics design engineers in their work. It’s an incredibly powerful technology for research and for overcoming ‘blank page syndrome’. Figuring out an article structure is the first barrier to getting it written. That said, these tools have major failings when […]
In my content marketing work, I sometimes get involved in pitching technical articles and opinion pieces to trade media editors, primarily for publication on their websites, but occasionally for publication in print. The objectives of my clients in achieving third-party media coverage can include impressing component manufacturers (in the case of distributors), impressing distributors (in […]
During my brief retirement at the start of 2020, I was delighted to be contacted by an ex-client, Julie Molloy, who I hadn’t been in touch with for many years. Julie heads up the marketing for a smart digital agency, QueryClick, based in Edinburgh. The agency’s big promise is that AI can be used to […]
As I mentioned in a recent post, I am often frustrated by how little effort B2B electronics startups put into choosing a brand name, either for the enterprise or for their products and services. As a result, many names are obscure, hard to pronounce, difficult to spell, and even harder to remember. Some are the […]
A rapid stream ran by the writer’s boyhood home. The stream turned a wooden wheel and the wheel ran a mill. Under that primitive method, all but a fraction of the stream’s potentiality went to waste. Then someone applied scientific methods to that stream – put in a turbine and dynamos. Now, with no more […]
There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. That name alone has been worth a […]
This is another phase of advertising which all of us have to consider. It enters or should enter, into all campaigns. Every businessman receives a large number of circular letters. Most of them go directly to the waste basket. But he acts on others, and others are filed for reference. Analyze those letters. The ones […]
To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good fellow. Show a bright side, the happy and attractive side, not […]
A person who desires to make an impression must stand out in some way. Being eccentric, and being abnormal is not a distinction to covet. But doing admirable things differently gives one a great advantage. So with salesmen, in person or print. There is a uniqueness that belittles and arouses resentment. There is refreshing uniqueness […]
We cannot depend much in most lines on the active help of jobbers or dealers. They are busy. They have many lines to consider. The profit on advertised lines is not generally large. And an advertised article is apt to be sold at cut prices. The average dealer does what you would do. He exerts […]
Almost any question can be answered, cheaply, quickly, and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – the buyers of your product. On every new project, the question comes up of selling that article profitably. You […]
Most advertisers are confronted with the problem of getting distribution. National advertising is unthinkable without that. A venture cannot be profitable if nine in ten of the converts fail to find the goods. To force dealers to stock by bringing repeated demands may be enormously expensive. To cover the country with a selling force is […]
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