There’s one classic interview question that I’ve posed to many a marketing job candidate during my 30-year career in software. The request is straightforward, albeit mercantile: “Sell me a pencil.” It’s reminiscent of the line, “Sell me this pen,” which was posed in a sales training course with mixed results by Leonardo DiCaprio in the …
Author Archives: Ben
The Intersection of Advertising and the Product Experience: Part II
The casual gaming revolution brought billions of new consumers into the world of video gaming. A lot of the early marketing was designed to distance casual gaming from the stereotypes of hardcore gaming. Casual games were easy to learn, didn’t require a lot of time, and they were encouragingly rewarding. By contrast, hardcore games had …
Continue reading “The Intersection of Advertising and the Product Experience: Part II”
The Intersection of Advertising and the Product Experience: Part I
Some years ago, my former company, RealNetworks, rented Disneyland Paris for an evening. We invited our partners to one of Europe’s greatest theme parks to have fun. Every detail of the Magic Kingdom was polished. The doors were open, and we were free to become kids again. No crowds. No parental supervision. Most of Discovery …
Continue reading “The Intersection of Advertising and the Product Experience: Part I”
Seven Steps to the Right Job
Are you in the right job? A 2013 Gallup poll found that only 13% of employees worldwide are engaged at work. The 2018 Gallup survey figure is better for 2018 American worker engagement – 34% – but still disconcertingly low.
Was it a Good Day at Work?
At the end of each workday, ask yourself whether it was a good day. You owe it to yourself and your career to reflect for a couple of minutes. Don’t wait for a yearly review; make it a daily habit. The more often you consider your day, the more you’ll understand your strengths and interests. …
Eleven Steps to Great Product Messaging
Know your product Great messaging starts with a thorough understanding of your product. Everything in your messaging should align with your product and feel derivative. Imagine messaging embedded in your product or service. It should have the same tone, voice and personality. The words, graphics, and media elements should be virtual substitutes for the product. …
Messaging Matters
Here and gone! The world is furiously competitive and distracted. You have only a few seconds to make the right impression and convey the essence of a product. Acquiring a prospect and then moving them to engagement is a lot of work. Messaging can make all the difference.
