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That dot-com marketing was a total failure is ancient history. In some cases, the blame lies with an ill-conceived product or service; in others, with an ill-conceived business model. In many cases, the blame lies squarely at the feet of naïve marketers, who substituted buzz for brand-building, mindshare for market share, and cache flow for cash flow.
Successful marketing still means delivering a compelling message that makes sense to someone who gives a damn.
The Internet is many things to many people. But, unless you’re an Internet service provider (or perhaps an application service provider, but probably not even then), the Internet is not your real business. Your real business is what you do, whether it’s delivering a service or delivering flowers.
I invite you to click on a section that describes your business better than “Internet.”
And, by the way, in case you are an ISP or ASP:
3Com
First World Communications
Exario Networks
Keylime Software (LimeLight)
Ultracom
WebAssured
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Advertising strategy and other lies
An advertising copywriter’s bookshelf: recommended books
Brands and branding: a white paper
Do you make these mistakes in advertising?
Free (yes, free) advertising copywriting resources
Four ad copy traps that ensnare even experienced copywriters
How to become an advertising
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How to take your copywriting portfolio to the next level
How to write a brochure: advice from an advertising copywriter
How to write better ads
Long John Silver on writing ads
More career advice: what’s it like being an advertising
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Napoleon’s advice to entrepreneurs, Part I: starting the
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Napoleon’s advice to entrepreneurs, Part II: the
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Napoleon’s advice to entrepreneurs, Part III: growing the
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The ART of repurposing marketing copy (Or, why you shouldn’t use brochure copy as web content)
The economy (and what to do about it)
When you should consider hiring a freelance copywriter
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