An experiment was held one day with caterpillars.
On the rim of a clay pot which held a plant, a biologist lined up several caterpillars so that the leader was head to tail with the last caterpillar.
The tiny creatures circled the rim of the pot for a full week. Not once did any of them break away to go over to the plant and eat.
Eventually, all caterpillars died from exhaustion and starvation.
The story of the processional caterpillars is a kind of parable of human behavior. People are reluctant to break away from the rhythmic pattern of daily life. They don’t want to be different.
If you want to succeed in business, that is, to reach horizons and goals you haven’t reached yet, you need to change the things you’re doing now. Start doing things that are different and monitor your progress.
One of our clients who runs a retail water irrigation business changed its direction not so long ago. It did something radically different to anything it had done before. The result? Almost triple the result of its last campaign.
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Before you spend one dollar, before you create your offer, before you decide on what media to use and before you write even one word of your ad, email or letter, you must understand your customer.
This one key will help you save money on advertising while generating more leads and making more money. Understanding your customers will not only help reduce the amount of money you need to spend on advertising, but it will also help you streamline your product selection and your entire business focus!
The industry refers to this as your TARGET MARKET or DEMOGRAPHIC. It might sound all very technical, but stick with me – this would have to be one of THE most important areas of your business that you MUST get right.
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Whether you’ve had a good run at Direct Marketing or not, you really need to consider some hard truths. The media spend on Direct Marketing in Australia is in excess of $6 billion!
This means the average Australian businesses spends more than 50% of their advertising budget on Direct Marketing.
Either a lot of people are deceived, or there’s some reason why it works for some and not for others. What’s the secret? Why do so many business people say direct marketing doesn’t work? How can this be?
We thought it might be interesting to find out why a huge number of business people say direct marketing doesn’t work. What is it that makes them say ‘been there, done that, didn’t work’.
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Are you wanting to create a new product but don’t know what to create?
Are you looking for a benefit headline that will draw people to your ad?
Do you want to know what motivates people to part with their hard earned cash?
Well here’s a real simple list of reasons that motivate people to ‘buy’. Use it to develop a new niche product, develop a headline or at the very least just consider these things before you spend any money on advertising or marketing. I hope it helps.
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How do you get the most out of a small advertising budget?
One of the most important things to know about advertising (regardless of how much money you have) is that you need be advertising your product or service to the people who want or need your product or service.
That just sounds too obvious right?
Well, not everyone thinks about this.
A lot of people just listen to the sales rep from their local newspaper or radio, but unfortunately this isn’t always the best solution. The sales rep is only interested in selling one product - their own.
It’s highly unlikely you’ll get an unbiased opinion from a sales rep selling one product.
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